Walmart
Walmart fashions a new way to reach Gen Z
Walmart sponsored a Pinterest Predicts trend to show Gen Z their fashion cred.
Goal
Walmart wanted to shift Gen Z’s (ages 18 - 24) perception of the brand from a reliable place for staple goods into a fashion-forward destination. That meant reaching Gen Z in new ways, before the point of purchase, so the brand could help shape their style and shopping lists.
Enter Pinterest. Walmart knew that Gen Z already used the platform for fashion inspiration, so it was an impactful spot to showcase their trendier side. The team decided to run a dedicated campaign about trending fashion looks, laddering up to their broader strategy for Gen Z and fashion marketing across channels.
Strategy
Walmart strategically aligned their brand with an aesthetic Gen Z already wanted to explore. In the 2024 Pinterest Predicts report, Pinterest forecast “Eclectic Grandpa” as a rapidly growing aesthetic. It was proving especially popular with Gen Z, and Walmart knew they could help people shop the trend with relevant merchandise. So they sponsored the trend, getting official co-marketing rights with Pinterest to promote content with the trend name and co-branded assets.
They tapped into the trend through branded collages, personalized ads and fun creator partnerships. Their ads showed Walmart’s fashion offerings in a new light, and showed Gen Z see how Walmart could help them explore the trending looks. Their approach enabled conversions, but more importantly, it also repositioned Walmart as a trendsetting destination for Gen Z fashion.
“
Our goal wasn’t just to gain impressions and clicks—aligning with a Pinterest Predicts trend helped us continue to shift how young people perceive our brand.”
Terryn Lance
Group Director Media Strategy & Planning, Walmart
Results
The Eclectic Grandpa campaign helped boost Walmart’s perception with Gen Z shoppers, supporting its acceleration as a Gen Z fashion destination. On Pinterest, the campaign helped Walmart see better results with great cost efficiencies, like a favorable CPM.1 The campaign also improved their share of voice with Gen Z shoppers.2
34% impressions driven by Gen Z, the highest performing demographic2
Resources
See Gen Z marketing tips
Pinterest offers special advantages for brands that are looking to connect with Gen Z—and the advantages are growing. Read our blog for tips to reach Gen Z on Pinterest.
Explore Pinterest Predicts
There’s power in aligning your brand with emerging trends on Pinterest, especially when targeting a young audience like Gen Z. Learn more in our annual trend report, Pinterest Predicts