Wal-Mart is set to cut even more jobs in an efficiency push.
For February, ads from Wal-Mart Stores Inc., Home Depot Inc. and Walgreens Boots Alliance Inc. took the top spots in advertising effectiveness in a month that saw an overall decline in the number of campaigns promoted by major U.S. retailers.Researchers at ABX who compile the monthly Advertising Benchmark Index report noted that the top U.S. retailers tracked ran 432 new ads during the month — down 228 ads from January, which turned out to be a more promotional month overall as retail brands worked to clear inventory.Ads are rated by a consumer panel on the basis of 14 variables. A score of 100 equals "average effectiveness." The ABX Index measures the overall impact of an ad.For television, Wal-Mart's "Best Things in Life Are Free" spot came in with a 127 ABX Index score, which was driven by a 182 reading for the brand's "reputation.""This upbeat spot uses a great jazz song, 'The Best Things in Life Are Free,' text and no spoken audio to communicate Wal-Mart’s new ability to ship orders in two days for free," ABX researchers said. "Visuals include happy people using their cellphones and computers to order from walmart.com."The ad from Wal-Mart touted free, two-day shipping and no membership fees.See the Wal-Mart ad here.For radio, Home Depot won out with its "GE top load washer and matching dryer…" spot. Here, the home improvement chain keyed into consumers looking to upgrade their homes with new appliances. The ad focused on a value proposition that included saving $200 when both units are purchased at the same time as well as 12 months of financing.This ad came in with an ABX Index score of 110, and would have done better if the "awareness" measure was higher. "Like most radio spots, this one featured an urgent male voiceover — hurry! — and background with a heavy, loud beat," the ABX report noted adding that the ad had weak likability with listeners. Still, it was enough to give it the top position for radio.In the digital ad category, Walgreens' flu relief products ad was number one. It's ABX Index score was 123, and driven by a high "reputation" score. The researchers at ABX noted the ad relied on visuals and text with no spoken audio. "The visuals show animated flu relief products moving into a shopping basket to upbeat music," ABX said.For print, Kroger Co. took the top placement with a coupon-focused banner ad. It's ABX Index score was 119, and it too was buoyed by a strong "reputation" score (of 149). The supermarket chain giant also grabbed the top spot for free-standing inserts in February.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty