Walmart Partners

In its effort to boost the appeal of its website with lifestyle

imagery, Walmart is adding influencer content to its website.

All influencer content appears below product images and

the product information on each page, and is different

depending on the product. On Walmart.com’s product page

for Bigelow Green Tea, a visitor can find images from bloggers’

sites of cakes, muffins and cookies baked using Bigelow Tea,

followed by three recipes visitors can download or view to make

themselves. Meanwhile, on the product page for Schwarzkopf

göt2b hair color, are images of influencers posing with the hair

olor or using the company’s other hairspray product.

The integration began in June and so far has resulted in 30

executions with Mondelez, Henkel and Bigelow, have built out

their Walmart.com product pages with influencer content, with

more on the way. These influencers include Atsuna Matsui, a

beauty influencer with nearly 500,000 followers on Instagram,

Nicole Weisman, who has nearly 150,000 followers on Instagram

@curvestocontour and lifestyle blogger Abril who runs the blog

The Color Palette.

Walmart, facing pressure from Amazon, is doing everything in

its to power to stay competitive. In May it redesigned its website

to feature more lifestyle content. Having a strong influencer

strategy is another way to do so. Amazon has tried and so far has

failed, at developing its own influencer play. Agency buyers have

stated that Spark, Amazon’s social feed where influencers are

meant to post honest reviews of products bought from Amazon.com,

has not caught on with brands or influencers. One influencer Digiday

interviewed said the platform hasn’t taken off because there was no

“return on investment.”