Driving real turns at Walmart isn’t about chasing impressions — it’s about making people want it enough to go find it.
Launching Nitro-Tech protein powder into Walmart came with a clear retail mandate: drive product turns in a crowded protein category. The brand needed the core product attributes clearly communicated retailer awareness and — 30g of protein + 3g of creatine per scoop — but we knew scripted ad reads and forced messaging would kill engagement.
I solved it with Edutainment: giving creators the freedom to entertain while naturally weaving in the key product benefits.
• Partnered with creators like @rosssmith whose signature humor and entertainment style made the product attributes feel exciting and ownable rather than educational or sales-driven
• Developed an Edutainment approach that balanced brand needs with creator authenticity — letting them entertain first while the key benefits (30g protein + 3g creatine) landed naturally
• Focused on moments of entertainment and relatability so the product benefit became part of the story instead of the whole story
Results
✅ Creator campaign delivered 16+ million views while clearly landing the core product attributes
✅ Drove measurable brand search and foot traffic to Walmart stores
✅ Directly supported improved product velocity and turns on shelf