Walmart
Bringing InHome home for the holidays.
Role:
Head of Content + Agency Co-Founder
The Summary:
Built & scaled InHome brand from 1M customer pilot program to 45M+ households in 50+ U.S. markets.
Led creative & content strategy for InHome customers, talent acquisition, new products & corporate communications.
Successful Walmart+ integration led to long-term client partnership across wider Walmart brand.
The Story:
Creative leadership, brand strategy & content for Walmart InHome from pre-launch incubation through national rollout.
The Task.
Bring the Walmart brand into people’s homes—literally.
Born out of Walmart's Store No. 8 innovation lab, Walmart InHome promised grocery deliveries not just to your door, but unloaded directly into your fridge by a Walmart Associate.
The problem? A global pandemic.
The Strategy.
Build a new Walmart brand that would fit in and stand out,
InHome was a complicated, first-to-market delivery service that required customers to make a serious leap of faith. Sure, people trust Walmart—but would they trust it enough to let strangers into their homes?
Our best creative insight: Retention rate. Customers struggled to get over the whole "strangers in my house touching all my food" hurdle, but once they tried InHome, they couldn't live without it.
The Execution.
As Head of Content, I directed our creative team to evolve the master Walmart brand into a distinct InHome identity through:
Brand Identity, Voice & Content Strategy
Editorial, Storytelling, Copy & Messaging
Scripted, Docu-Style & Animated Content
Assets for digital, social, radio, OTT & National TV.
Customer research, data insights & analytics
InHome grew from 1 million beta customers in a handful of test markets to a national rollout with 45M+ households in 50+ locations across the country. InHome then "graduated" from incubator to full Walmart+ integration, making it the most successful Store No. 8, innovation to date—and launching a multiyear client partnership extending across multiple Walmart brands, new products & content campaigns.
