Walmart Baby Program

Walmart came to us to create an event platform that would build trust and loyalty among new parents and position Walmart as a destination for their baby needs. To make Walmart feel like Mom’s One-Stop Shop for all things baby.

To build trust with parents, we had to acknowledge that parents often have a hard time trusting themselves, let alone brands.

9 in 10 parents don’t feel prepared when they have their first child. (Bourdeux, 2020)

60% of US parents think they’re failing within the first year of parenthood. (WaterWipes, 2019)

While Walmart’s competitors (Target & Buy Buy Baby) are recognizing the monetary costs of parents, with promotions like Car Seat Trade-Ins and Sales Events, they aren’t helping parents feel more comfortable with the real challenges that make parents feel like they’re not good enough.

Our Strategic Approach was to embrace the imperfection of parenting and build real confidence in new parents for the many new items they inevitably must buy.

This led us to the idea of Cuddle U, where our footprint is a classroom and our teachers have a PhD in parenting. From “Baby Steps Orientation” events to curriculum like “Bathing 101” to fun events like “Homecoming”, Walmart would school new parents in everything they need to know to be prepared for the REAL real world of parenting.

Baby Steps Orientation:

Walmart will invite expecting and new parents to our event where we introduce them to our Cuddle U program and take them through the CliffsNotes version of what they’ll need to know first, and how to get acclimated to parenthood.

Cuddle U Curriculum: 

Small groups of parents will dive deep into specific subjects like Grooming (learn how to cut a baby’s nails and safely bathe them, etc.), Diapers (sizing, fit, absorbency), and Car Seats 101 (experts will demonstrate installing your car seat properly for you and teach you how to adjust the straps and incline for ultimate safety), before emerging with a Certificate.

Supplier Sessions:

Secondary classrooms can be permanently or temporarily sponsored by specific retail suppliers at Walmart.

Bringing It to Life

Tier 1+ Large Parking Lot Activation + Speaker Series

User Journey

Orientation Station

The first thing guests will encounter is the Cuddle U Orientation Station to help them get their bearings and identify the best way to spend their time on campus.

Supplier Opportunities:
Branded Welcome Packages, Curriculum Offered, Food & Drink

Curriculum

Sponsored classrooms throughout the space will focus on specific product categories.For instance, "Car Seats 101" would feature a supplier's car seat portfolio in an easy to navigate, hands-on environment.

Supplier Opportunities:
Car Seats 101
Diapering 101 (diapers, wipes)
Baby Health 101 (grooming, bath,etc)
Feeding 101 (bottles, bibs, formula)
Strollers 101

Speaker Series

Throughout the day, featured speakers will take the stage to share their expertise and always end with Q&A. These will focus on larger, more open-ended topics like breastfeeding or making your own baby food – and can also seamlessly integrate products.

Topic Ideas:

Feeding (bottles, breastfeeding, Food Makers)
Baby Proofing 
The First 30 Days 
Baby Sleeping

Influencer Examples:

http://www.youtube.com/dadverb 
@lauraclery
@emily.the.mom.next.door
@mothercould
@candokiddo

Photo Op

At the end of the experience, guests can take a photo posing with the superlative that fits them best. These superlatives will live on branded chalkboards and include a variety of prewritten "Most Likely to ____" phrases, as well as an option to write their own. This photo op will also include a hashtag to share on social.

Examples of Superlatives:
Most Likely to Hold My Breath During Diaper Changes
Most Likely to Buy More Clothes for Baby Than Myself
Most Likely to Turn Into My Parent

Tier 1 Parking Lot Activation

User Journey

The Quad

The quad will be used as an area to meet other new parents in the community. Each table will be equipped with a different conversation starter for parents to start off with to get them talking and sharing.

We'll also have an area (with a supplier) serving healthy snacks for our parents to encourage healthy eating during pregnancy (when applicable) and afterwards, and food that's easy to make and eat, as parents have a lot of their hands.

Tier 2 Sidewalk Activation

Tier 3 In-Store Activation

We will create kiosks in-store that feature a product or a line from a supplier, and encourage our customers to talk with the brand ambassador to help them in their shopping experience.

Supplier Integration

Cuddle U is designed to meaningfully bring Walmart's incredible variety and selection to life for these target consumers. From Orientation to Curriculum to our Speaker Series, there are various scalable opportunities for suppliers to seamlessly integrate their brand into our invaluable event for new and expecting parents.