How Walmart Transformed Its Corporate Communications Strategy With Brand Storytelling

In a world teeming with multimillion-dollar brands, standing out is paramount to the future of your business. While bold marketing campaigns and smart advertising may draw consumers to your digital door, it’s how you connect with them that makes your brand memorable and transforms customers into brand ambassadors. For that reason, it is essential your company’s corporate communications strategy strives to not only share content but also engage stakeholders with brand stories that express the ethos of your company.

Walmart, the world’s largest retailer, has realized the power of brand storytelling. Today Walmart manages eight global corporate websites from one powerful content marketing system and easily weaves storytelling into each section of its websites, displaying the heart and soul behind this massive brand.

Walmart’s Shift to Brand Storytelling

In 1950, Sam Walton opened Walton’s 5 & 10 in Bentonville, Arkansas. Today the company is an economic force, operating more than 11,700 stores in 28 countries and employing 2.3 million associates worldwide.

In 2012, Walmart decided to shift its corporate communications strategy to share this rich history, as well as convey its passion for its communities, associates, the environment and innovation within its industry.

“The world has changed, and we recognized that we, as a team, needed to change the way we present and tell the rich stories we’ve been waiting to tell,” said Chad Mitchell, Senior Director of Digital Communications at Walmart.

To make this shift happen, the company sought a modern CMS that could streamline its entire content publishing process, making the process more agile, efficient and adaptable, while empowering its corporate communications team to operate as editors and publishers. They needed a system with customizable user roles, clear content workflows, multi-site management and the ability to publish to multiple channels from one system.

After discovering Brightspot was the platform that powered Coca-Cola’s digital magazine, Coca-Cola Journey, Walmart determined that the platform met all of its requirements and chose Brightspot as its new CMS.

How a Modern CMS Powers Walmart’s Brand Storytelling

In just five months, Walmart migrated its corporate website to Brightspot, complete with a fresh design and new content taxonomy. Walmart also launched its corporate blog, Walmart Today, on Brightspot. Now Walmart’s corporate communications team owns each website’s content calendar. The team can make changes quickly and easily as they work to attach human stories and faces to Walmart’s corporate news. In doing so, Walmart has changed how it creates and publishes content, evolving from simple press releases and basic blog posts into full-blown brand storytelling.

For more information, read the full Walmart + Brightspot case study here.

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