GRIT

STRATEGIC SOLUTIONS

CLIENT:

GRIT
MARINA PANAGOPULOS
Account Director

JUAN DIEGO LAVALLE

Research/Planning Director

THE TEAM
TORI HOWLETT
Creative/Content Creation
Director

SARAH SMITH
Media/Engagement Director

GRIT - 2









GRIT - 3

GRIT

STRATEGIC SOLUTIONS

TABLE OF CONTENTS

EXECUTIVE SUMMARY ......... 5

RESEARCH ..6-11
KEY INSIGHTS ..12-13
TONE/IMAGE .... 14
BRAND MANIFESTO ... 15
TARGET AUDIENCE .. 16-20
COMMUNICATIONS OBJECTIVES .21-22
STRATEGIES .. 23
THE CAMPAIGN ..... 23-39
MEDIA........40-42
TRACKING, MEASUREMENT, BUDGET. 43-44

GRIT - 4

EXECUTIVE SUMMARY
WITH SUPERBOWL SEASON NEAR, WALMART WOULD LIKE TO PLACE EMPHASIS ON ITS MENS GROOMING CATEGORY BY
DEVELOPING CREDIBILITY AND HIGHLIGHTING LOW PRICES. WITH AN EXTENSIVE MENS HYGIENE INVENTORY,
WALMART WANTS MALE SHOPPERS TO FREQUENT THEIR MENS GROOMING AISLE AND LEAVE WITH MORE THAN ONE
PRODUCT IN THEIR CART. CARRYING PROCTOR & GAMBLE AND UNILEVER BRANDS SUCH AS OLD SPICE, SUAVE, DOVE,
GILLETTE AND NIVEA, THE SUPERSTORES VARIETY APPEALS TO THE AVERAGE JOES WITHIN MOST DEMOGRAPHICS. THE
MAIN STRUGGLE IS CHANGING PERCEPTIONS OF MENS GROOMING AND SHOWING THAT IT IS BOTH MAINSTREAM AND
MASCULINE. WALMART AIMS TO TARGET BOTH MILLENIAL AND GEN-X MALE DEMOGRAPHICS THROUGH A CREATIVE,
ENGAGING CAMPAIGN THAT WILL POSITION WALMART AS THE #1 RETAILER OF MENS GROOMING PRODUCTS.

GRIT - 5

RESEARCH OBJECTIVES

To determine which male demographics are shopping for grooming products at Walmart
To understand why people are deterred from shopping at Walmart
To discover how our target audiences learn about mens grooming products and habits
To investigate the other unique selling propositions Walmart has aside from its everyday low
prices
To understand what factors men place most emphasis on when purchasing grooming products

GRIT - 6

SECONDARY RESEARCH
CATEGORY

CONSUMER

Mens grooming is a growing category. Millennials are ages 16 24 and are

2013 saw an increase of 1% in mens currently the generation with the most
grooming with the industry now being spending power. They are consistently
worth $6.1 billion. The major factors here influenced
by
digital
and
print
are the products men are buying and the advertisements and content posted on
major companies. Mens grooming popular social media sites. They no
products include shaving accessories, longer consider grooming to be
body lotion, body washes, face creams, metrosexual. 16.6% of Walmart's
after shaves and exfoliators. Unilever and grocery shoppers are 18 to 24 years old,
Proctor and Gamble are the major compared to 15.8% five years ago,
companies who own male grooming representing a 5% increase in the
products. 262% of Millennials are more percent of its grocery shoppers who are
likely to be influenced by smartphone between 18 and 24 years of age.
apps and 216% are more likely to be Generation X and Baby Boomers are
influenced by in-store touch screens. ages 35 60. They already have defined
Both
of
these
technologies
are shopping habits and they grew up
something that Walmart should consider during the time when being a
when advertising mens grooming metrosexual had a negative connotation.
products. In addition to the traditional Males in this age group are already loyal
shaving products, men are buying face to stores such as CVS and Walgreens for
creams, face exfoliators and after shaves. their grooming products.

GRIT - 7

CULTURE
Male grooming has been making a shift
towards mainstream culture. Maintaining
manliness is no longer the sole selling
aspect of mens grooming products,
instead they are being viewed as a routine
and vital part of daily life. However, the for
men branding aspects of the products is
key since the aspect of feeling manly still
exists. Studies show that men are shopping
for themselves now; women are no longer
shopping for them. Men now purchase
nearly as much as half of mens grooming
and cleansing products. The Macys in
downtown Philadelphia, PA created a
Mens Grooming Zone amid the beauty
section. Macys executive vice president of
cosmetics, fragrances and shoes describes
it as a mens skin-care man cave. This
may be because the zone is complete with
a flat-screen television, a Keurig coffee
machine and free Wi-Fi. Another key factor
is online shelf space, which is unlimited in
comparison with the availability in-stores.
Online offers more options and variations
when shopping for products.

CHANNEL

COMPANY

First and foremost, Walmart offers instore shopping with thousands of

locations worldwide. Walmart offers instore pick-up using their Site to Store
service. Customer can search for a
particular product and have it available
upon arrival at their nearest store. Home
delivery is also available for online
orders and there are often deals like
free shipping on orders over $50. The
When Will It Arrive? feature allows the
customer to check the arrival dates of the
different shipping types: rush, expedited,
standard and value (free) after the
customer plugs in their geographic
location. Gift Registry is also an option;
Walmart customers can create a gift
registry account online where they can
tag certain items that they wish to add to
their list. Friends and family can then
access the registry.

Walmart is known as a superstore,

offering the lowest prices for a wide
selection of products. It is currently the
#1 retailer in America although it
struggles with employee happiness,
customer satisfaction and overall service.
The year 2013 was the second year that
the growth in mens toiletries was more
significant than the growth in mens
shaving. Mens grooming is expected to
reach $6.5 billion in sales by the year
2018. Nowhere in Walmarts description
of the company or their superstores does
it mention personal care. Procter &
Gamble Co hold the most significant
percentage of the mens grooming
market. P&G owns brands like Gillette,
Old Spice and Crest. These are all brands
used by the average male and sold by
Walmart; therefore it would be beneficial
for Walmart to align itself with these
household brands.

GRIT - 8

(MEDIA)
CONVERGENCE

Walmart originally cited radio as a

component. If Walmart plans to utilize
radio as its main mass medium, it must
learn how to make its radio ads effective
and employ creativity. In order to be
successful, Walmarts ads should not
target the general population, but rather
specifically narrow in on Average Joe
males. Radio ads that pinpoint a specific
audience and have an opening attentiongetting statement are proven to be the
most effective. Walmart should utilize
humor or relatable storytelling to grasp
its male audience and encourage them
to develop grooming habits with the
help of their company. The main
problem with Walmarts current brand
voice is that it is dry and lacks
personality. If the company would like to
effectively target Millennials and Gen
X/Boomers, it must push content that is
worthwhile to listen to.
Walmarts
current social media campaign that
encourages customers to join to fight
against world hunger is a great example
of this as it positions the company as
more than just a retail chain.

COMPETITION

RE SE ARCH SO URCES CONSULTED

Walmarts direct competitors are Costco, Dollar

General, Family Dollar and Target. All of these
advertise mens grooming online but only Target has a
specified mens grooming section on their website.
CVS, Rite Aid and Walgreens are Walmarts indirect
competitors. Again, all of these companies advertise
grooming online but only Rite Aid advertises mens
grooming. Walmarts competitors vary in where they
acknowledge mens grooming products, if they even
acknowledge it at all. Some companies list it under
beauty while other categorize it under personal care.

Ad Age | Oct 2003 | Mar 2010

Bloomberg Business Week | Dec 2014
CBS News | Nov 2012
Daily Finance | Mar 2012

Entrepreneur | Apr 2007

Euromonitor International | July 2014
Forbes Magazine | May 2013 | July 2013 | Apr 2014
Hoovers | June 2014
LinkedIn | Aug 2013

Mintel | Sept 2013

MSNBC | June 2014
The Boston Consulting Group | Jan 2012
The Guardian | Sept 2013
The Huffington Post | July 2012
The Media Audit | Nov 2011
The New York Times | Feb. 2005
The Wall Street Journal | Apr 2012

GRIT - 9

PRIMARY RESEARCH
METHODOLOGY

ONLINE SURVEYS
Via Survey Monkey, we distributed a 10-question survey to Millennial males between the ages of 18-25 and yielded
a total of 57 responses. The specific objectives for the survey were to discover:
Where men were purchasing mens grooming products
Where men got their information about mens grooming products
The factors that went into shopping for mens grooming products
SURVEY AGE RANGE
18 20 years old: 13% of respondents
21 23 years old: 81% of respondents
25+ years old: 6% of respondents

IN-DEPTH INDIVIDUAL INTERVIEWS

We distributed a set of questions to 13 Millennial and Gen X/Baby Boomer males to gain insight into their current
shopping habits and perceptions of male grooming in general. The specific objective of the interviews were to
discover:
How males felt about purchasing mens grooming products
How males felt about shopping for these products at Walmart

GRIT - 10

ONLINE SURVEY RESULTS

Over 98% of men (ages 18-60) use male grooming products.

Grooming and personal hygiene are important to men.
More than 85% of men spend under $30.00 on grooming supplies each month.
Men focus on price and quality when shopping for mens grooming products.
All of the men we interviewed use deodorant.
Most men use shampoo, shaving cream, body wash and razors.
Around half of the men reported that they use face wash, soap and conditioner.
Less than half of the men use moisturizer, exfoliator, sunscreen and hair gel.
71% of men reported that they invest in mens grooming because it makes them feel better about
themselves. 67% reported that they invest because it is part of being healthy.
Word of mouth and advertisements are how most men are learning about mens grooming products.
Nearly 70% of men are purchasing their grooming products at CVS, while 38% go to Walmart and 38% go
to Target.
Most men reported that scent shapes a brands masculinity as opposed to packaging, brand name and other
factors.
The top three words used to describe Walmart were: Cheap (79%), Inexpensive (68%) and Convenient
(59%).

IN-DEPTH INDIVIDUAL INTERVIEW RESULTS

WORD ASSOCIATION
WALMART Cheap, Big, Place, Discount, Everyday Low Prices
SHOPPING Hassle, Stressful, Boring, Expensive, Infrequent, Girls, Consumer Product, Bankruptcy, Driving, Chores
ONLINE SHOPPING Convenient, Easy, Relaxing, Sucks, Amazon, Expensive

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KEY INSIGHTS
THE MAJORITY OF THE RESPONDENTS USE BODY WASH.
Body wash was the most popular grooming product among survey participants. Respondents considered it a staple
product within their daily routines. The most popular body wash brands were Old Spice, Irish Spring and Dove.
Respondents mentioned that they enjoy the Old Spice and Dove commercials because they do a good job at
depicting manliness with a humorous tone.
MEN HAVE SEASONAL PRODUCT LOYALTY.
In alignment with seasonal marketing, we found that winter would be the best time to promote moisturizers and
summer the best time to promote deodorant and body wash. Most men said that they only invest in these products
when their face/body needs them, showing that these are only need based purchases.

AXE PRODUCTS ARE NO LONGER IN.

Males view Axe as a product targeting teenage boys. Walmart should be careful with the ways they promote Axe
products because they could deter potential costumers. A brand that received positive feedback was Dove. Men
seem to like their products as well as their presentation.
THE LACK OF AN AISLE DEDICATED TO MENS GROOMING COULD RESULT IN MALES NOT
KNOWING THAT WALMART SELLS GROOMING PRODUCTS.
Walmart should consider adding an aisle dedicated solely to male grooming items. This will give male costumers a
specialized section where they can browse through their favorite products. Walmart competitors like CVS and Target
have added aisles specifically for men, which has proven to be successful by making shopping a more convenient
and quick experience.

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MID-CAMPAIGN PLANNING FOCUS GROUP

TESTING THE MONTHS OF MAN
We held a 5-person focus group to discuss the Walmart Months of Man app. We wanted consumer insight
regarding what the target audience liked and disliked regarding the creative concept so far. The focus group
included 4 males and 1 female as we were acting under the assumption that a female might use the app to purchase
male grooming products for their significant other or family members. The results of the mid-planning focus group
significantly impacted our final campaign recommendations.

FOCUS GROUP KEY INSIGHTS

WHY WOULD WE DOWNLOAD AN ADDITIONAL WALMART APP?
Some participants already had the existing Walmart and felt that it would
be a hassle to have to download a seconds Months of Man specific app.
They requested that Months of Man be a component inside the
existing Walmart smartphone app. We agree.
IN-APP PURCHASES FOR HOME DELIVERY
Participants wanted to be able to purchase the grooming
products for home delivery directly through the Months of Man
section of the Walmart smartphone app.
WE NEED TO BE REMINDED OF THE APP IN-STORE
Participants wanted to be reminded of the app in-store. Since
grooming products are typically not a weekly purchase the
participants said that in-store reminders to download the app
would be helpful. They also wanted the mens in-store grooming
aisle to stand out.
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OUR TONE/IMAGE
When speaking to our target demographics during the campaign, we will use a conversational, slightly comedic
tone. The voice of Walmarts mens grooming sector will differ from that of the superstore as a whole, but will still
serve as an expression of Walmarts values and way of thinking. The campaign will address customers man-to-man as
opposed to corporation-to-man.

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[BRAND MANIFESTO]
YOURE A MAN. YOU PRIDE YOURSELF ON YOUR MASCULINITY. YOU STRIVE FOR LARGE
MUSCLES. YOU LIVE FOR THE NEXT EPISODE OF SOUTH PARK. AND EVERY TIME YOU EAT
ITS LIKE YOU HAVENT EATEN IN YEARS. YEP, YOU ARE A TRUE MAN.

FORGET ALL YOU KNOW ABOUT STEREOTYPES. THE RUGGED MALE HE

DOESNT SHAVE OR MOISTURIZE. CONDITIONER ISNT EXACTLY IN HIS
VOCABULARY. AND LOTION? HELL NO.

ARE YOU A CAVEMAN? WAKE UP AND SMELL THE HAIR GEL!

REAL MEN ARE GROOMING. THOSE WHO ARENT ARE LIKE
CHIMPANZEES WITH NO FRIENDS TO PICK THE FLEAS OFF
OF THEM. DONT BE THAT GUY.

SO YOU WANT TO BE A REAL MAN, HUH? WELL, FIRST

YOU MUST ENTER THE NATURAL HABITAT OF THE REAL
MAN AND BECOME ACCUSTOMED TO HIS NEW AND
IMPROVED GROOMING HABITS.
WELCOME TO WALMART. HOME OF THE REAL MAN.
ITS WHERE MEN BUY SHAMPOO, BODY WASH, EVEN
ZIT CREAM. ALL FOR THE PRICE OF JUST A FEW BIG
MACS. ALL WITH THE CONVENIENCE OF GETTING IT
DONE BEFORE THE BIG GAME. WITH BRANDS LIKE OLD
SPICE, GILLETTE, DOVE AND MORE, WE VOW TO NEVER
LET YOUR MANLINESS BE UNTAMED.
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MEET THE AVERAGE JOE

A REAL MAN.
AGE: 18 65
LOWER TO MIDDLE CLASS
RELIGIOUS BELIEFS: SHOPPING IS EVIL.
HEIGHT: N/A
WEIGHT: N/A (NO SCALE)

Average Joe

MEET THE AVERAGE JOE. YOU CAN CALL HIM JOE FOR SHORT. HE SPENDS POCKET CHANGE ON HIS GROOMING
PRODUCTS, REALLY WHATEVER IS LEFTOVER FROM LAST NIGHTS DOMINOES PIZZA BENDER. A SPLURGE FOR HIM IS AN
ELECTRIC RAZOR INSTEAD OF THAT DISPOSABLE HES HAD FOR MONTHS. WHAT YOULL FIND IN HIS SHOWER? A BAR OF
SOAP PAIRED WITH THE SHAMPOO HIS GIRLFRIEND BOUGHT HIM. HIS MORNING ROUTINE IS SIMPLE: BRUSH TEETH,
APPLY DEODORANT.

AVERAGE TIM E SPENT LO O KING AT O NESELF IN M IRRO R: 45 SECONDS.

WOULD RATHER PULL OUT ALL OF HIS TEETH THAN SHOP
BRAN DS O F CHO ICE: BRANDS? HE GOES FOR BARGAINS
M O ST LIKELY TO BUY AT W ALM ART: DOVE, OLD SPICE, SUAVE, GILLETTE
EASILY INFLUENCED BY: SOUTH PARK, HIS DAD, HIS FRIENDS & HIS DOG

GRIT - 16

WHY THE AVERAGE JOE?

Through our primary research we discovered that Walmarts target male audience includes men ages 18 to 65. While
GQ Joes will not find designer grooming goods in Walmarts aisles, Average Joes are satisfied with Walmarts
quality selection at a low price. Our survey results attest:
35.71% of respondents prefer to spend $15 or less a month on grooming products
50% prefer to spend $15-30 a month
14.28% are willing to spend more than $30 a month
The Average Joe fits into the 85.71% of the tested population that prefers to spend less than $30 a month on
grooming. Walmart caters best to this lifestyle as its prices fit the Average Joe budget.

GRIT - 17

THE TARGETS
GEN X GERARD
Joe is 40 years old and is married with three children. As a middle-income family man
employed as a carpenter, he often shops wherever is most convenient for him. He is
already set in his ways in terms of personal grooming and stands by his essential
products: deodorant, shampoo, body wash, and shaving cream. Joe does not enjoy
shopping and spends as little time as possible in stores. The products he buys are
usually based on his wifes suggestions, but he is curious to learn about products that
are slightly higher in quality. In his free time, Joe goes deep-sea fishing or takes his
family camping.

GERARDS PERSONAL MEDIA NETWORKS

W O RD O F M O UTH: He usually learns about where to shop and what to buy from his wife or mother
SUBSCRIPTIO NS: He subscribes to Sports Illustrated and Outdoor Life
BLO GS: Ralph follows and writes for numerous outdoor sports and camping blogs in his free time
TV: His favorite channels are HGTV and Discovery Channel

GRIT - 18

TWENTIES TIM
Tim is a single, 23-year-old male who recently graduated from
a small local college where he played club baseball. He
recently started out a career as a freelance country singer, but
is still living with his parents until he has enough money to buy
his own place. He sticks to basic grooming products because
it boosts his overall self-confidence, but does not consider
himself to be on trend. With future local gigs coming up, he
would like to look more suave without upping his budget. The
only brands Tim is familiar with are the ones he sees
commercials about on TV. Tim grew up using products such as
Axe, but would like to be exposed to more sophisticated
options at the same price point to help him define his overall
style.

TIMS PERSONAL MEDIA NETWORKS

FACEBOOK: He follows his favorite brands, such as Old Spice, because he finds their advertisements funny
TWITTER: He uses this platform to keep up with the news and follow his favorite artists
GROUPON: He often uses this app in search of local deals
WORD OF MOUTH: He finds out about where to buy his clothes and products from his friends or co-workers
YOUTUBE: He shares videos of his song covers in hopes of landing local gigs and explores other rising artists
SUBSCRIPTIONS: He subscribes to Rolling Stone, Country Weekly, and Maxim
TV: His favorite channels are MTV and Spike

GRIT - 19

LIFESTYLE BOARD












GRIT - 20

COMMUNICATIONS OBJECTIVES

To SHAPE beliefs and current perceptions of male grooming

To POSITION Walmart as a specialized seller of mens grooming products rather than a large, overbearing
box store
To POSITION Walmart as an expert within the mens grooming industry
To INCREASE overall awareness about Walmarts mens grooming category

BRAND POSITIONING STATEMENT

Walmart is the one and only superstore to provide a wide selection of affordable, quality grooming
products for men of all ages who need/want grooming aids so they can maintain their personal hygiene and
feel great about themselves.

GRIT - 21

MESSAGING HIERARCHY
[rational benefit] Walmart is a super store offering a wide range of quality grooming products at low prices
[emotional benefit] Walmarts male grooming aisle gives every man the inexpensive yet masculine grooming
items he needs for upkeep and daily hygiene
[higher order value] Walmart makes you feel and look like the man you should be so that you are truly manly

manly [man - lee]: showing characteristics of a fearless, masculine, success-driven, attractive male human

THE SINGLE MOST IMPORTANT IDEA:

W almar ts male gr o oming
categor y tr ansfor ms yo u

into the man you nee d to be .

GRIT - 22

STRATEGIES

#1

To launch an interactive 12-month long campaign aligning national holidays with Walmarts
mens grooming category

#2

To illustrate to men what their ideal grooming habits should be

#3

Persuade consumers that the mens grooming aisle is a specialized retail section

#4

To communicate Walmart as a go-to informational source for grooming advice and education

GRIT - 23

THE CAMPAIGN: MONTHS OF MAN

CREATIVE CONCEPT
The unifying concept that ties this campaign together is the "Months of Man."
Months of Man highlights "manly" holidays and times of year with interactive campaigns using celebrity
endorsement (Seth Rogen), bracket competitions, loyalty programs and other strategic tactics. Each month is unique,
but all are linked with the common theme of male comedy. Months of Man will create and share content on humor,
inside info, and life betterment tips through Walmarts owned media. It will provide incentives to increase in-store
and online purchasing.
*NOTE: We suggest using Seth Rogen as the face of the campaign; however, if it is not within the budget we advise
featuring a generic brown-haired, green-eyed American male.

GRIT - 24

MONTHS OF MAN WALMART APP COMPONENT

The Mens Grooming app will serve as the main platform for the Months of
Man. This app will be built to run on smartphones and tablets of every
brand, which will enable it to reach wider audiences. It will be linked to
Walmarts current smartphone app, so it will appear as an update for those
who have already downloaded the Walmart app. It will be available for
download through both the App Store and Google Play. The Months of
Man application will have the following features:

Free download
Online purchasing for home delivery
Months of Man featured as a Walmart app homepage category
Push notifications notifying users of new content
Catalog all available mens grooming products
The components content will be tailored to each specific month

GRIT - 25

MONTHS OF MAN APP COMPONENT PROMOTION

IN-STORE ADVERTISEMENTS {PAID MEDIA}
There will be in-store print advertisements that remind shoppers to download the Months of Man smartphone
application. These will consist of promotional signage in the mens grooming aisle and shopping basket inserts.

SPOTIFY / PANDORA RADIO {PAID MEDIA]

Walmart will run a 15 second commercial on Spotify and Pandora Internet Radio. These are the radio platforms that
the target audience is using. Those who shop at Walmart are typically trying to save money therefore those same
consumers will be using the free versions of these services that contain paid advertising.
RADIO COPY:

Hey [insert service] listener! Its a dirty world out there but we are here to make
sure you clean up nice. Check out the Months of Man section of the Walmart app for
mens grooming products and discounts. Free for all smartphones. Visit the Apple
app store or Google play.

PRESS RELEASE {EARNED MEDIA}

Walmart will send press releases male focused editorial and industry specific profiling sites as well as sketch comedy
shows in the hope of receiving product placement or mention.
MAN EDITORIAL SITES {THE ART OF MANLINESS, BARSTOOL SPORTS}
TV PRODUCT PLACEMENT {SNL, LATE NIGHT WITH JIMMY FALLON}
INDUSTRY RELATED RECOGNITION {MASHABLE, ADWEEK, AD AGE}

GRIT - 26

IN-STORE CAMPAIGN PROMOTION

AISLE SIGNAGE

More prominent aisle signage indicating the boundaries of the mens

grooming aisle. It needs to be clear which products are specifically catered
to men.

SHOPPING BASKET LINERS

DARE TO BE MANLY?
MONTHS OF MAN
on the WALMART APP

Liners in the bottom of handheld shopping baskets in order to promote the

mens grooming aisle and the Months of Man app component. Males are
more likely to use a handheld basket when shopping in comparison to a
shopping cart because they want to be in and out.

FLOOR DECALS

Branded floor decals featuring a graphic of the Months of Man app

component reminding shoppers to download. These will be placed in the
aisle that specifically has the mens grooming aisle.

RECEIPT MENTIONS

Walmart currently has a blurb at the bottom of all receipts that remind
shoppers to download the Walmart app. We think that Walmart should add
an additional blurb specifically promoting the Months of Man app
component.

REGISTER REMINDER SIGNAGE

There will signage directly above the register total screen that reminds male
shoppers at checkout to download the Walmart app in order to access the
Months of Man component.
GRIT - 27

T
MON

F MA
HS O

THE CAMPAIGN MONTH ONE

JANUARY

SUPERBOWL XLIX: PLAY DIRTY. CLEAN UP NICE.

For Super Bowl XLIX (February 1, 2015), men across the nation will be tuned in to NBC to watch two teams face off
for the champion title. Commercials during this time are valuable advertising real estate; instead of being skipped on
ones home DVR, Super Bowl commercials are cherished and looked forward to. GRIT plans to put on quite the show
this halftime, all in the name of Walmart mens grooming.
TACTICS
THE COMMERCIAL
In this 30-second spot, we plan to show Seth Rogen along with other Average Joe American males suited up and
playing in a football match. Mud is thrown, dirt flies and then men are anything but clean. Flash to the next scene:
Seth Rogen is covered in mud while shopping for products like Gillette shaving cream and Old Spice body spray in
Walmart. The slogan: Play dirty. Clean up nice. The closing will show the Months of Man app component
graphic.
- Full Aisle Redecoration with Super Bowl theme
- YouTube Super Bowl Segments feat. Seth Rogen
- Live Tweeting about the Super Bowl

GRIT - 28

THE CAMPAIGN MONTH TWO

FEBRUARY
BROMANCE

This Valentines Day, we honor the bromances of America. Its time for men to celebrate the other men in their
lives. The Week of February 14th, Walmart will push an electronic coupon on the app offering users one free trial size
of a product of their choice to show Walmarts appreciation for its fellow bros.
TACTICS
- Walmart App Coupons: 1 complimentary trial size product per app user with proof of electronic coupon at
register
- Social Media Coverage: Facebook, Twitter, Instagram
- Sharable graphic content
- Promotional PDQ signage

GRIT - 29

THE CAMPAIGN MONTH THREE

MARCH

MARCH MANNESS

With Walmarts extensive selection of brand (Dove, Gillette, Old Spice, Suave, etc.) it is time we created some
competition. In Walmarts March MANness tournament, products from the mens grooming aisle will face off every
week until one mens care product comes out on top. Each week, Walmart shoppers can vote via the Walmart Mens
App or online for that weeks winner. Winners advance, losers receive the boot. For the final game, we will have a
graphic designer create an animated video of the two products facing off, with the winner revealed based off of
voters selection. The winning product will receive a weeklong price rollback in stores and online. Walmart shoppers
can keep up with the tournament by checking the bracket online or on the app. The hashtag #MarchMANness will
also be used throughout to share updates.
TACTICS
- Bracket Competition feat. Walmart Products
- Graphic Video of Winning Game for YouTube
- Voting via Smartphone App

GRIT - 30

THE CAMPAIGN MONTH FOUR

APRIL

FOOLED YA, BRO!

April Fools Day is April 1sta day where all men can fool their friends and have the excuse to do it. With Seth
Rogens help, we will show Walmart shoppers that they can use their grooming products to prank their pals. How
will we share our pranking secrets? With Seth Rogens help we will share a series of YouTube segments of Rogen
pranking his pals using all of Walmarts male grooming products.
TACTICS
- Short Instagram Video Clips of Prank Ideas feat. Seth Rogen & other Average Joes
o Replacing shampoo with colored hair dye
o Replacing toothpaste with shaving cream
- Social Media Coverage: Facebook, Twitter, Instagram

GRIT - 31

THE CAMPAIGN MONTH FIVE

MAY

CINCO DE MAN-YO!

May 5 is a day of beer, guacamole and too many tacos. It's a celebration complete with Mexican cuisine and fun with
friends. On this day we will partner up with Tostitos and Corona to come up with a promotion that cant be beat.
When men purchase $10 or more on grooming products theyll receive a coupon for either a pack of Corona beer or
chips and salsa from Tostitos. Users will have to show proof of coupon eligibility through Months of Man app
component.
TACTICS
- Walmart App Coupons: users choice of a 6-pack of Corona or Tostitos chips and salsa combo with $10
purchase of mens grooming products
- Social Media Coverage: Facebook, Twitter
- Tostito and Corona partnership
- Minimal Aisle Decoration for the In-Store Event

GRIT - 32

THE CAMPAIGN MONTH SIX

JUNE

SUNBURNT BROS

We all know the Average Joe is adventurous. He surfs, builds sandcastles, hikes, grills, even plays shuffleboard with
his grandpa. In the heat of June, its important to protect your freckly skin with some SPF. Walmart will twist the sun
safety conversation in a fun way by talking about the things you just cant do if youre too burnt.
TACTICS
- Social Media Coverage: Facebook, Twitter (What You Cant Do If Youre Too Burnt)
- Contest encouraging users to submit a photo of their all-time worst sunburn via direct upload on app
o Photos featured in Months of Man app component for users to vote on
- App component pushes newsletter content on sun safety facts and available sunscreen and aloe products at
Walmart

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THE CAMPAIGN MONTH SEVEN

JULY

MAN-MERICA

Celebrate being an American man. On the July 4th, we will kick off Man-Merica. Shifting the conversation to
patriotism and the American man, Walmart will create a cartoon graphic of Mt. Rushmore with the presidents
grooming. One will be combing his hair, the other shaving, etc. To incorporate seasonal marketing, we will place
extra emphasis on body wash this month.
TACTICS
- Mt. Rushmore Graphic Cartoon
- Social Media Coverage: Facebook, Twitter, Instagram
- Twitter Conversation: What it Means to be an American Man
- Man-Merica Floor Decals In-Store
- Fourth of July Sales In-Store

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THE CAMPAIGN MONTH EIGHT

AUGUST

B.N.O. (Bros Night Out!)

Walmart will start the conversation of encouraging bros to arrange a Bros Night Out between them and their
closest pals. Seth Rogen will also share his comical ideas about potential bro night ideas.
TACTICS
- Social Media Coverage: Facebook, Twitter, Instagram
- Seth Rogen Commentary via YouTube Videos (Seths Typical B.N.O.)
- Live Tweeting from Seth Rogens own B.N.O.
- Graphic How-To Guide to the Ideal Bros Night Out

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THE CAMPAIGN MONTH NINE

SEPTEMBER
BEEFED UP

September 18th is National Cheeseburger Day. What man doesnt love a delicious, juicy burger at a backyard BBQ in
late September? We will be celebrating this national holiday with some social media commentary all about our love
for burgers. While burgers may not directly relate to the grooming products Walmart offers, it is a great way to
connect with just about any man through light conversation and interactive media.
TACTICS
- Twitter Conversation: Cleaning Up Nice After Your Burger Feast

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THE CAMPAIGN MONTH TEN

OCTOBER

TRICK OR TWEET

Walmart encourages all men to shave their beards this Halloween so they dont give trick-or-treaters a fright! Also,
with Movember next month, we want men starting with a clean-cut face.
TACTICS
- Facebook Posts/Live Tweeting about Halloween
- Photo of Seth Rogens Halloween Costume
- Costume Contest: Winners Receive an Invitation to Trick-or-Treat in Walmarts Sample Inventory in Store

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11
THE CAMPAIGN MONTH ELEVEN

NOVEMBER
MOVEMBER

November is an important month for all males. It's a time when scruff is encouraged and moustaches signify support
of a good cause. Walmart will host a promotion at the end of the month: coupons for Gillette razors and all shaving
creams and gels. Walmart will send support for those participating in the contest by supplying them with discounts
on shaving needs for when the contest is complete. Walmart will also take on Movember as a philanthropic partner.
When a customer makes a donation at the register we will write their name on a moustache cut out and build a
Movember wall at our store.
TACTICS
- In-Store Promotions and Signage
- Social Media Updates on Seth Rogens stache
- Inspirational YouTube Videos of Seth Rogen Promoting Movember
- Post Movember Twitter Conversation: How to Tame that Month-Long Stache You Now Have

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12
THE CAMPAIGN MONTH TWELVE

DECEMBER

GIVE THE GIFT OF MANLINESS

Happy Holidays! On our app we will have a feature for the month of December where app users can download
coupons for seasonal grooming products as a little gift from Walmart. (Seasonal grooming products for winter will
include moisturizers and chap stick.) Coupons will only be valid during the month of December.
TACTICS
- Online Coupons for App Users
- Tweets About Coupons & In-Store Promotions
- Graphics of Seth Rogen as Santa Clause for Social Media
- Wish List of Walmarts Most Popular Grooming Products

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MEDIA FLOWCHART

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EARNED MEDIA (5%)

Inform talk shows about app component in hopes of receiving mentions during programming
Social media engagement (mentions, shares, reposts, reviews, likes, etc.)
Mens magazine features
Blog mentions

OWNED MEDIA (25%)

Smartphone App
Social Media Accounts
YouTube Channel

PAID MEDIA (70%)

Commercials (Super Bowl, YouTube)
Website & Social Media Advertising
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MEDIA RATIONALE
We will launch our campaign via paid media efforts such as a 30-second Super Bowl commercial, YouTube segments featuring
a recurring spokesperson (Seth Rogen), in-store aisle revamps and the creation of a Months of Man branch on the Walmart
smartphone app component. The Walmart YouTube channel will feature video segments of spokesperson commentary,
graphic cartoon clips, and other promotional commercials. All videos will be accessible on both the Walmart app and
YouTubes site. Each video will be shared via social media and teaser videos will be posted to Vine and Instagram to promote
the full-length segment. After this, we plan to earn mentions on various blogs and within nightly talk shows, like Jimmy Fallon
and SNL.
We will spark conversation on social media outlets like Facebook, Instagram, Twitter, and Vine. By creating custom hashtags for
each months campaign we will provide a platform for conversation surrounding the campaign.

WHY YOUTUBE?
YouTube gives Walmarts creative content the opportunity to go viral. The clips can be easily shared by viewers and it a
platform that is popular across all generations. YouTube is a cost efficient component for our campaign since it does not require
a monetary investment.

WHY SOCIAL MEDIA?

By using social media Walmarts creative content will be able to reach a widespread audience. These platforms encourage
users to interact with Walmarts profiles and become engaged in a more interactive way. By having a strong social media
presence Walmart will secure brand loyalty and a top-of-mind awareness in the male grooming market.

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TRACKING & MEASUREMENT

IN PROGRESS

Hold focus group to analyze advertising recall (measure both aided and unaided as well as message believability)

Track mens grooming sales to see if there is an increase in mens products per basket

Utilize Google Analytics to determine total number of hits and key analytics such as time spent on site and click-through
purchases at Walmart.com

Track number of listeners hearing Walmarts mens grooming advertisements on Spotify and Pandora

Utilize Facebook analytics to measure how many users engaged/shared/interacted with posts relating to mens
grooming

Track Months of Man social media mentions

Track number of app downloads after Super Bowl commercial airs

Track Super Bowl commercial ratings using Nielson Ratings

Track number of product purchases made through Months of Man app component

Measure mens grooming aisle foot traffic using in-store pedestrian counter

Conduct man-on-the-street interviews with the target demographics to determine their intent to purchase, use of app
component and top-of-mind awareness versus competition

POST-COMPLETION

Hold focus group to see if the target demographics initial opinions of purchasing grooming products at Walmart has
changed

Survey Walmart app users to see if they bought more mens grooming products in-store or via the app during campaign

Track number of product purchases made through Months of Man app component

Measure mens grooming revenue earned during the span of the campaign

Track the number of times Months of Man is mentioned on social media

Track the number of times Walmarts grooming aisle is mentioned

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BUDGET
ITEM

COST

Production For Super Bowl Com m ercial

$750,000

Super Bowl Com m ercial (30 sec)

$4 million

Video Production (YouTube)

$1 million

M onthly M ens Groom ing Aisle Revam p

M onths of M an App Com ponent

Internet Radio Ad (Production /Distribution)

Earned M edia (Incentives)

App Placem ent in M ale Pop Culture

~$10,000 per
month
$500,000

$30,000

$5,000

$13,250

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TOTAL =
$6,418,250

GRIT
STRATEGIC SOLUTIONS

CLIENT:
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