The driving idea behind “Moms Answer Moms” was to transform a traditional Mother’s Day campaign into an authentic, real-time community experience tailored for today’s busy moms. Recognizing that motherhood—while rewarding—is also fraught with time constraints, financial pressures, and overwhelming responsibilities, we sought to address these challenges head-on. Our objective was twofold: first, to showcase Walmart+ as the indispensable membership that saves moms both time and money, and second, to create a trusted digital space where real moms could connect and receive practical advice directly from relatable, influential voices.
To achieve this, we set out to recruit a diverse cast of TikTok-famous moms—from new moms to grandmoms—ensuring that every stage of motherhood was represented. By inviting this supergroup to answer real-time questions from the mom community on TikTok, our goal was to build an engaging, interactive platform where moms could share their struggles and successes. We aimed to foster a supportive environment that not only elevated Walmart+’s value proposition but also built lasting emotional connections with our audience. Specific goals included increasing brand awareness, driving engagement on a platform where moms are already active, and ultimately boosting subscriptions by turning everyday challenges into moments of empowerment and community.
“Moms Answer Moms” was brought to life through a meticulously planned, agile, and community-driven approach on TikTok. Our journey began with a high-impact TopView announcement video on April 22 that introduced our all-star cast of influential moms—each embodying a unique facet of motherhood. This video invited the TikTok mom community to drop their burning questions in the comments, setting the stage for a dynamic two-day activation.
On April 23 and 24, our diverse group of moms—featuring notable figures like Paris Hilton, Whitney Cummings, Tia Mowry, Kat Stickler, Aislinn Derbez, and Babs Costello—rallied in real-time to answer over 10,000 mom-generated questions. In a remarkable display of on-the-spot creativity and collaboration, our team wrote, shot, edited, and posted 54 personalized response videos. Each video was crafted in a spontaneous, authentic style that captured the raw, unfiltered moments of motherhood, leveraging TikTok’s signature fast cuts, trending music, and mobile-optimized visuals.
The key to our success was seamless coordination across multiple teams. Production crews, digital strategists, and on-set editors collaborated closely to sift through the massive influx of questions, ensuring that each response was not only timely but also resonated with the audience’s needs. Challenges included managing the volume of user input, maintaining production quality under tight deadlines, and coordinating a geographically diverse talent roster. By employing agile production methods and establishing clear communication channels, we overcame these hurdles, turning potential obstacles into opportunities for innovation.
Beyond the live activation, our strategy included a sustained media push. Following the initial burst, targeted paid campaigns on YouTube, Meta, Hulu, and linear programming ensured continuous engagement leading up to Mother’s Day. This multi-platform approach reinforced our core message: Walmart+ is the ultimate partner in easing motherhood’s daily challenges by saving moms time and money. The campaign not only elevated Walmart+’s brand perception but also transformed the typical ad experience into a vibrant community conversation that empowered moms to lean on one another.
“Moms Answer Moms” exceeded our expectations and directly met our team’s objectives by creating an impactful, community-centered campaign. The TikTok activation delivered over 161 million views—an audience reach that outpaced even major televised events like the Super Bowl. The engagement was extraordinary: over 10,000 mom-generated questions ignited vibrant discussions, and our rapid production of 54 personalized videos showcased the real-time, authentic interaction that our target audience craved.
This dynamic response not only bolstered Walmart+’s brand awareness but also strengthened its positioning as the mother of all savings memberships—an essential ally for moms navigating daily challenges. The campaign’s success was measured not just in impressive view counts and engagement metrics, but also in its ability to transform brand perception. Moms felt genuinely supported and understood, reinforcing Walmart+’s value proposition of saving time and money.
The initiative led to an uplift in subscription interest and cemented Walmart+ as a trusted partner in the motherhood journey. Ultimately, “Moms Answer Moms” was a resounding success because it seamlessly blended emotional authenticity with strategic digital execution, creating a memorable and impactful experience that resonated deeply with its audience.
