The instrumental to Missy Elliott’s “Move That Dutch” is blaring by your audio system whereas Lindsay Lohan is in your display strolling by the halls of North Shore Excessive College. Did you simply transport again to the early 2000s?
No, chances are high you had been simply served Walmart’s newest Black Friday advert.
The film Imply Women has been a popular culture basic since its launch in 2004. Almost 20 years later, Walmart is capitalizing on the movie’s enduring reputation with a Imply Women-themed Black Friday marketing campaign.
Walmart’s collection of advertisements options 5 of the movie’s authentic forged members reprising their roles and even features a cameo from Missy Elliott herself. As a substitute of the infamous “burn guide” featured within the authentic film, the Walmart advertisements are centered round a “deal guide” highlighting reductions the retailer is providing this vacation season.
Right now we’re breaking down why this marketing campaign is good advertising and marketing by Walmart.
Need to promote to millennials? Reference Imply Women
Imply Women is a generation-defining movie for millennials. This era was the goal demographic for the movie when it was initially launched, and has since been a mainstay in millennial popular culture.
For the reason that movie is regarded positively by so many members of this era, it’s the proper backdrop for nostalgia advertising and marketing, which tends to be particularly efficient for millennials.
Nostalgia advertising and marketing leverages familiarity to evoke constructive feelings from potential prospects. Millennials got here of age throughout a significant technological revolution, giving them a novel disposition: an analog childhood and a tech-savvy younger maturity.
This leaves many millennials particularly vulnerable to nostalgia advertising and marketing if it reminds them of “less complicated occasions” earlier than we had been all on-line and Imply Women debuted through the tail finish of that point interval.
Promoting to millennials is very essential for mega-retailers like Walmart through the vacation season. Millennials at the moment are the largest residing group of adults within the U.S. and are anticipated to be spending greater than different generations this vacation season. In different phrases, if retailers wish to herald vacation gross sales, they want millennials to purchase from them.
Capitalizing on the movie’s remake
The marketing campaign provides to the buzzing Imply Women universe. Walmart’s Black Friday advert dropped one week earlier than the primary trailer for the upcoming Imply Women remake was launched, which probably wasn’t a coincidence.
The 2024 movie is an on-screen rendition of the Imply Women musical, and although they aren’t formally linked it’s straightforward for viewers to affiliate the Walmart advert with the brand new movie’s promo. In reality, some X customers expressed favoritism for the Walmart advertisements over the trailer for the upcoming movie:
Whereas we gained’t know the total impression of Walmart’s marketing campaign till Black Friday gross sales figures begin rolling in, to this point the marketing campaign has been a well-received dialog starter for the retailer’s buyer base.
