Case Studies

Celebrating Canadian Moms: The Launch of the Walmart Mom of the Year Award

Type: Case Studies
Topic: PR and Media Relations
By Stephanie Engel and Daina Astwood-George
26 October 2014

gq-logoWalmart Canada sought to reward moms, often the unsung heroes of the family, with the launch of the Mom of the Year Award. The initiative would give Canadians the opportunity to celebrate the achievements of mothers across the country and would give them the recognition their loved ones felt they deserve.

Through independent research, APEX, Walmart and their creative agency JWT uncovered that no national Canadian award existed in celebration of mom and all the hard work she does. Although brands and organizations occasionally engage with mom via recognition programs or in-store promotion / discounts, a national award with a monetary prize to both the recipient’s family and a charity of her choice was a first.

Further, there is a lot of competition for the “share of mom,” and based on research, APEX felt this would allow Walmart to set itself apart from other retailers by demonstrating that they understand and appreciate this vital group, and by inspiring increased brand loyalty. Walmart chose to invest in such an award to yield long-term benefits from its number-one consumers. Walmart’s creative agency also ran focus groups to confirm that moms were open to this type of recognition and that the idea would resonate with this target group.

The intent of the program was to create an annual award and celebration as a thank you from Walmart to their core consumer—Canadian moms. To help build this out, the campaign and promotion needed to be less about the transaction between mom and Walmart, and more about her family and her priorities. In order to effectively launch the program across all national channels, Walmart Canada needed PR to lead a strategic earned media campaign.


Stephanie Engel and Daina Astwood-George

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