The campaign, “Merry Like This,” developed by Sam’s Club’s creative agency of record, WPP's VMLY&R, also includes the expansion of the chain’s live shopping events. The brand created a live shopping platform. Its first seasonal shopping event was filmed in Salt Lake City, tapping both local influencers from the area and those out of state to connect with members and attract the attention of potential shoppers. Sam's Club will host an additional live shopping event beginning on Thanksgiving.
Sam’s Club is also hosting its first Scan & Go holiday sweepstakes, a weekly chance for customers who use Scan & Go to win the amount of their transaction up to $500. A grand prize winner, first prize winner, and second prize winner will be awarded prizes of $50,000, $25,000 and $10,000, along with a lifetime membership to Sam’s Club.
This month, Sam's Club put both its media account and creative accounts, handled by Haworth and VMLY&R, into review. Sam’s Club has been spending more on measured media this year than ever before. In the third quarter, Sam’s Club’s same-store sales grew at a faster clip than those at larger corporate sibling Walmart U.S.
Walmart is also using a movie-themed approach this holiday season in ads starring Gary Cole and others from "Office Space." Walmart's holiday work comes from Publicis and Lopez Negrete Communications.