Walmart Film, Digital Frank the Fruitcake by The Martin Agency Richmond, Unit 9

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Frank the Fruitcake

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Industry Retail, Distribution & Rental companies
Media Film, Digital, Interactive & Mobile
Market United States
Agency The Martin Agency Richmond
Executive Creative Director Joe Alexander
Art Director Steve Sage
Agency Unit 9
Art Director Brig White, Mauricio Mazzariol The Martin Agency
Producer Lalita Koehler, Dwight Loew
Released September 2011

Awards

One Show 2012
One Show Entertainment Branded Applications / Branded applications Merit

Credits & Description

Category: Best Consumer Engagement
Advertiser: WALMART
Product/Service: WALMART
Agency: THE MARTIN AGENCY
Chief Creative Officer: John Norman (The Martin Agency)
Executive Creative Director: Joe Alexander (The Martin Agency)
Group Creative Director: Fabio Costa (The Martin Agency)
Art Director: Mauricio Mazzariol (The Martin Agency)
Art Director: Brig White (The Martin Agency)
Art Director: Steve Sage (The Martin Agency)
Writer: Ken Marcus (The Martin Agency)
Writer: Neel Williams (The Martin Agency)
Writer: Eric Dome (The Martin Agency)
Writer: Raymond Mckinney (The Martin Agency)
Writer: Andrew Beckman (The Martin Agency)
Writer: Jessica Coppom (The Martin Agency)
Producer: Lalita Koehler (The Martin Agency)
Producer: Dwight Loew (The Martin Agency)
Production Company: (Unit9)
Media placement: Facebook Application - Facebook - 28 November 2011
Media placement: Web Videos - YouTube Channel - 28 November 2011
Media placement: Search Ads - Google - 2 December 2011
Media placement: Text Ads - Facebook - 15 December 2011
Media placement: Online PR - Paid Bloggers Sites - December 2011

Insights, Strategy & the Idea
The client Walmart wanted a fun, social idea to celebrate the 2011 holiday season. This effort would be targeted to all Walmart customers on Facebook.

The overall strategy was to deliver “More Christmas for everyone.” After all, Walmart has more of the Christmas gifts everybody wants.

So we created the story of the Christmas gift that nobody wants: Frank the Fruitcake.

Creative Execution
The fruitcake is an original social Christmas gift. It gets passed along from one person to the next person, like a hot potato. So we recreated this longstanding Christmas re-gifting tradition on Facebook with the Frank the Fruitcake app.

The Frank the Fruitcake Facebook app was launched three weeks before Christmas 2011, with marketing support on paid blogger teasers, YouTube channel videos, Facebook paid ads, search and on Walmart holiday emailers. All efforts were implemented at roughly the same time and drove traffic to the FranktheFruitcake.com mailroom launch site.

All efforts were designed for people to receive Frank as a package and pass him on to their friends on Facebook.

Results and Effectiveness
Sends/shares on Facebook: 35,955
FranktheFruitcake.com Mailroom Visits: 69,038
YouTube Seeding Views: 331,008
YouTube Organic Views: 51,679
Facebook Embedded Video Views: 15,060
Facebook Ads:16,561
Total Impressions of Frank the Fruitcake: 483,346

The Frank the Fruitcake experience was also featured in industry press such as Mashable, Creativity, PSFK, The Inspiration Room, Adweek, Ad Age, and more. More importantly, it showed a traditional retail client like Walmart the power of social creative thinking.