When it came to online shopping, Walmart wasn’t even on the radar for Canadians. So it goes without saying, the Walmart stores, not their site, were packed with shoppers – especially during the holiday season.

Our goal was to get some of those shoppers to avoid the stores and do their shopping online. Something they have never done when it came to shopping at Walmart. So we had to get the word out in a way that was engaging, and more importantly, talk worthy.

Walmart Canada had a new online shopping site, walmart.ca. This meant people could finally shop for Walmart products from the comfort of home. So we targeted them at home. How? By sending them a flyer that was literally a pair of pajamas. If people liked a blender on their sleeve, or a toaster on their leg, they just had to log onto walmart.ca to order it. While most flyers drive shoppers to store, this one drove them into a pair of pajamas for some cozy online shopping.

In the week following our campaign, which included social media and television, walmart.ca saw a 147% increase in traffic. Plus, the pajamas got an estimated 3.6 million social media impressions across the country.