Walmart Family Mobile

The growing influence of YouTube personalities is undeniable. More and more, millennial youth are identifying with these pseudo-celebrities as much, or in some cases even more, than they do with conventional media celebrities. One example of this is a young, interracial couple from Indiana known as Gabe and Babe. The duo has developed a dedicated audience who loyally follow their video posts detailing aspects of their lives from the mundane to the unexpected. Their connection with their fans is almost familial.

Working with GlobalHue, Paintbox Labs identified and recommended that Walmart establish a relationship with Gabe and Babe and use them and their platform to help bring awareness to the Walmart Family Mobile data plan for budget-conscious cellphone users.

Online Contest

Even before the production of the TV commercial, Paintbox Labs assisted the couple in announcing an online contest to help them decorate and make their humble home TV-ready using furnishings and accessories available at Walmart.

Thread of Continuity

Additionally, the spot was given extra energy by using a Surron Music & Publishing Company original song performed by the group Kindred the Family Soul. The group was featured separately in its own Walmart commercial around family gatherings and their music was a thread of continuity connecting the two executions into an “influencer” campaign.

The finished commercial with Gabe and Babe was so successful that Walmart engaged them for separate online promotional efforts beyond Family Mobile and has requested several follow-up commercials with them announcing a new, more robust data plan offering.