Ashka Shen
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Walmart

With a mammoth 49.5 million followers across social media channels, Walmart leaned into a brand perception transformation with a social first strategy. As the number 2 hire on the social media creative team, I helped to shape the creative strategy, tone of voice and set processes in place for team growth. After 3 years with the company, the social team had more than proven its worth and expanded to a team of 19 people.

 

For a brand as big as Walmart, with over 4,000 stores spanning across the US and tens of millions of followers watching our every move, we blurred the lines between advertising and entertainment, serving our followers snackable content that’s beautiful and relevant, while ensuring every single piece is always on brand and hits on business priorities.

Creative direction: Ashka Shen; Art direction: Ashka Shen, Kate Ling; Copywriting: Paula Spiletycz, Jaclyn Smock, Lauren Chamberlain

Creative and art direction

For something that lives for only 24 hours, we saw huge user engagement on both Instagram and Facebook stories and invested heavily to create content that supports new product launches, brand campaigns and the holidays. Tailoring content to different channels, their different audiences and interests was crucial to the transformation.

 
 
 

Branded Giphy stickers. Creative direction, illustration and animation.

 

As the largest retailer of organic produce in America, elevating the perception of Walmart’s food offerings is always at the forefront.

Creative direction: Ashka Shen; Copywriting: Paula Spiletycz

Creative and art direction

 
 

Beauty and wellness is a growth category that Walmart has a strong hold on traditionally, but the product offerings, content and styling needed to evolve with the market demand.

 
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Creative direction: Ashka Shen; Art direction: Kate Ling, Chelsea McCulley; Copywriting: Paula Spiletycz, Jaclyn Smock

Creative and art direction.

 
 

The holidays is the biggest season for all retailers and social media is the first point of contact for our customers, so it’s essential to support the many product categories that Walmart offers while producing a campaign that leveraged our celebrity partnerships, looked cohesive and felt premium.

Creative direction: Ashka Shen; Art direction: Jordana Attias; Copywriting: Paula Spiletycz

Creative direction.

 
 
 
 

New platforms were treated as the perfect test and learn opportunities at Walmart, whether it was longer form videos for IGTV, tutorials for TikTok or something unexpected and silly, we built on our learnings each time til we landed on the tone of voice that feels just right for the platform.