Here’s how Walmart Land’s groundbreaking influencer marketing campaign brought the metaverse to life with 66M impressions at launch.
When Walmart launched their first foray into the uncharted territory of the Roblox metaverse, they turned to Viral Nation for our deep-rooted connections in tech and gaming to spearhead a trailblazing campaign to achieve mass reach and powerful engagement while measuring everything.
Walmart Land was an ambitious undertaking and a shining example of how Walmart’s brand could effortlessly capitalize on innovative marketing channels.
Viral Nation leveraged a mix of celebrity, macro, and mid-tier influencers in the lifestyle and gaming categories to create dynamic content starring the influencer’s own Roblox avatars that truly resonated with a younger audience, as 88% of Roblox’s audience is under the age of 25.
The influencers’ content was posted in waves and featured real-life Loot Box drops, Virtual Concerts, UGC-focused giveaways, and LivePlays which boosted engagement and intrigue by showcasing Walmart Land and the influencers’ live reactions in a split screen.
We also encouraged influencers to take their audiences on an organic tour of Walmart Land and showcase the various areas and all the exciting things to see and do, and the content was further amplified through Paid Media to reach an audience of millions.
By leveraging our influencer partnerships and combining multiple marketing channels, we were able to create an impactful and unforgettable campaign for Walmart Land, driving massive engagement and excitement across the metaverse.
Walmart Land’s memorable metaverse campaign harnessed the power of influencer marketing to great success, racking up millions of impressions and engagements, resulting in a 30-point increase in brand lift.
