Walmart ManMath

What’s the value of that item? Walmart does the #ManMath

The retailer is targeting men with a new campaign for appliances and sports gear

Walmart Canada has done the math and decided it’s high time to go after male shoppers.

Late last week, the retailer released three spots that feature men doing “Man Math” to calculate the value they get out of big ticket purchases. It is the first time Walmart has launched a full campaign targeting men in Canada.

Jennifer Holgate, vice-president of marketing communications at Walmart Canada, said the company’s main target is typically millennial moms and families, but that its consumer research showed an opportunity to speak specifically to males.

“Males weigh in on a lot of [purchase] decisions – specifically on outdoor equipment,” Holgate said. “We wanted to make sure we were capturing the male heart in a cheeky and fun way.”


Created by JWT Canada, each of the three new ads focuses on one of Walmart’s big ticket items that sell well with male shoppers – a BBQ, a bicycle and a TV. In each spot, the male characters adds up the product’s specs to calculate the value of the purchase. The $798 1080p Samsung TV, for example, is calculated to $0.74 per “p,” while a $168 18-speed bicycle is $9.33 per speed.

The “Man Math” in the ads was inspired by consumers posts Walmart read through social listening, Holgate said. She said the brand discovered via social that consumers often justify purchases with this kind of thinking.

“Women do the same thing,” she said. “It’s how we give ourselves permission to make purchases.”

Mindshare handled the media buy for the campaign, which consists mostly of online video. The ads are currently running on male-focused specialty networks, including SportsNet, FX and FXX, and online through video, digital banners and Twitter.

There are also French-language versions of the spots running in Quebec. The campaign runs through the end of April.

 

Add a comment

You must be to comment.

Create a Commenting Account

Consumer Articles

Wonderbra pushes modern look in new campaign

77-year-old brand aims to attract new consumers with fresh imagery

The neuroscience that explains TV’s enduring appeal

Brainsights research shows size matters when it comes to ad format

Mobile driving gains in time spent with media (Report)

Time spent with digital exceeds TV by nearly an hour each day

McDonald’s gets personal with new ad campaign

Cossette creates a series of on-the-fly commercials in the back of a Whitby location

Captain Morgan’s cottage hack

New campaign inspires Canadians to seize the summer in their own way

IAB study suggests Canadian ad blocking in decline

IAB Canada president sees a lot of potential in new stats on user expectations

What marketers need to know about housework (Study)

69% of Canadians think brands unfairly portray gender roles in the home

Local searches drive changes to Google’s ad offering

New formats and device-focused bidding for people - and advertisers - on the go

Dairy Farmers puts Canadians to bed

Nearly half of Canadians say lack of sleep affects productivity at work