Consumer Insight
College is a time of self-discovery for students, but they feel easily overwhelmed.
Brand Challenge
Show that Walmart is a stylish and affordable way for students to define their college identity.
Target Audience
First-time and returning college students (17–22)
Case Study Video
College students are in a formative stage of self-discovery while navigating the chaos of independent living, from academic stress to everyday unpredictability. The term “EMERGEN-Z encapsulates the small but overwhelming challenges that can feel make-or-break in their life.
We position Walmart as the brand that understands the student reality and delivers unexpected, ready-made solutions exactly when they need them.
8 Curated EMERGEN-Z Kits
How It Works (In-App Purchase)
Social Media Contest
Each week, Walmart drops a chaotic shopping cart. Your job? Diagnose the EMERGEN-Z.
Comment your best guess for what went down that day.
The funniest or most creative answer of the month wins a surprise EMERGEN-Z KIT delivery.
OOH Billboards on College Campuses
Art Director(s): Nicole Parry
Copywriter(s): Nandini Johri & Nicole Parry