WALMART HISPANIC HERITAGE MONTH 2025

The agency led a campaign for Walmart focused on authentically engaging Hispanic American Gen Z and Millennial audiences by bringing culture to the forefront through creator-led storytelling. Content was intentionally developed to reflect everyday life within the community, leveraging popular cultural nuances, shared language, and lived experience rather than surface-level trends. The work activated 13 Hispanic creators across fashion, fútbol, and food - each selected for their cultural credibility and ability to connect personal passion with daily routines in a way that felt natural, not manufactured.

To ground the campaign in real community, the agency hosted an in-person event in Los Angeles that brought all creators together in a space designed by Hispanics, for Hispanics. The environment was intentionally crafted to feel like an authentic mercado, a familiar cultural gathering place rooted in connection, creativity, and shared experience. From the design details to the flow of the event, every element reflected cultural truth rather than branded spectacle.

Creators shared that the experience resonated deeply because it felt genuine and reflective of their culture, which translated organically into content that felt personal rather than promotional. That authenticity carried through across social platforms, allowing creators to speak in their own voices while seamlessly integrating Walmart into moments that already exist in everyday Hispanic life.

The campaign exceeded expectations, delivering 97M impressions, 4.8M views, and more than 231K engagements. It also drove a measurable shift in perception, including a four-point lift in seeing Walmart as more than a basics retailer and a stronger association with supporting Hispanic creators. The result was work that combined performance with cultural credibility proving that when campaigns are built with intention, authenticity, and lived experience, impact naturally follows.

FASHION

FÚTBOL

FOOD

EVENT