During the previous holiday season, in another successful campaign for Walmart, we launched three holiday-themed installments of “Cedric Takes On…”, a long-form scripted narrative series where the loveable comedian Cedric the Entertainer proves himself to be the hero of his family as he teams up with the brand to ensure that their celebration would go off without a hitch. For the back-to-school season, we wanted to leverage that same proven talent and continue the popular series with Cedric helping the family next door find the confidence that they so desperately need in order to take on another school year.

This episode, features Cedric’s frantically over-worked neighbor who’s in desperate need of a solution for carving out time to shop for her son’s endless list of school supplies. With a little help from the Walmart website and their omni-channel services, Cedric becomes her guru and helps Helen find her peace.

Digital:

“Cedric Takes On Back to School” premiered with an editorial feature on hellobeautiful.com accompanied by brand digital ad banners and brand pre-roll.

Broadcast:

“Cedric Takes On Back to School” was aired a total of 5 times on TV ONE in it’s full 2.5 min form during special commercial pods within regular programing.

Social:

“Cedric Takes On Back to School” was socialized by hellobeautiful.com and Cedric the Entertainer on Facebook, Instagram, and Twitter.

Campaign Flight:

7.15.2017 – 9.15.2017

The Walmart Back-to-school campaign over delivered as a whole in each content area.

TV Results:

Delivered Impressions (HH- 168,344(000) / W1849- 56,190(000)

Digital/Social Results:

Contracted Media Impressions- 15,811,230 / Media Impressions Delivered- 15,825,224

Clicks- 28,362 / Click Thru Rate- 0.18%

Video Completion Rate- 58% / Custom Video Completion Rate- 50%

Purchased GRPs- 503.0 /Delivered GRPs- 589.9