Cai Strachan | Strategist

Walmart

Young Ones Awards

'This is My Campus'

Back-to-college advertising often shows a narrow version of college life, centered around dorm rooms, campus move-ins, and traditional students. In reality, many students today are navigating college in different ways, commuting from home, working while studying, or returning to school later in life. Walmart has the opportunity to support this broader reality by becoming a one-stop destination for every kind of college journey, offering everything students need to build a setup that fits their life.

THE ASK

Win back-to-college shoppers, convincing students to choose Walmart over Amazon for everything on their list, from trend-forward dorm décor and tech to fashion.

OBJECTIVE

Redefine Walmart as the most inclusive, empowering, and emotionally supportive Back-to-College destination, the place that turns any path to college into something you can feel proud of, wherever you’re learning from.

PROBLEM

Back-to-college advertising sells a single version of college, even though the reality is far more diverse.

The Cultural Tension

Most BTC marketing focuses on the traditional college narrative, dorm move-ins, campus life, and the excitement of leaving home for the first time. But many college students don’t fit this perfect image.

Non-traditional students are some of Walmart’s most natural customers, yet they’ve rarely been reflected or celebrated in back-to-college campaigns.

Examples of Back-to-College Social Posts That Represent a Singular Student Experience:

There’s commuters, student parents, students who are older than the typical 18–21 year old because they decided to go to school later in life, part-time students balancing work and school, community college students, and students who still live at home.

Nontraditional student enrollment has increased 55% from 2016–2024.

(BestColleges – Nontraditional Students Report)

These non-traditional students are often balancing multiple responsibilities while counting every dollar.

Instead of selling the idealized version of college, Walmart can celebrate the student, the person who showed up on their own terms, navigated real-life responsibilities, and made it work.

60% of community college students live off campus, and less than 2% live in dorms.

(American Association of Community Colleges)

Additional Research

Financial Pressure Shapes Collegeg Decisions

Independent students often come from less affluent households and submit fewer applications. Many attend community colleges or in-state institutions due to financial constraints. Rising housing and tuition costs are pushing more students to live at home.(Newsweek / NYT data) Source: BestColleges - Nontraditional Student Report, Newsweek, NYT Data

Dorm Life is a Minority Experience

60% of community college students live off campus, and less than 2% live in dorms. Only about 16% of all undergraduates live on campus, while roughly 25% live with their parents. With rising college and housing costs, about 4 in 10 college students now choose to live at home instead of on campus. Source: American Assn. of Communication Colleges Newsweek, NYT Analysis of National Data

Nontraditional Students are the Growing Majority

Nontraditional student enrollment has increased 55% from 2016–2024. Students outside the 18–22 full-time mold — including parents, older adults, military-affiliated learners, and independent students — are a growing segment. Community colleges enroll a high share of nontraditional students who are juggling college, work, and family while attending school near home. Source: BestColleges - Nontraditional Student Report, ERIC Education Demographics Report

Social Listening (Reddit)

“When I was in college I was also a nontraditional student. I lived with my parents and saved up so I could buy a house when I landed my first post-college job.” - Dox1842 “I’m an online student and I live five hours away from campus. I’m 25 and my whole life is here.” - Littlemybb “I’m a nontraditional student with a mortgage, so trying to live on campus in a dorm seems pretty counter-productive.” - Reddit user “I’m a single parent going to school full time. I try to do homework after I take my son to school..” - MadMan Andrew “I’m 42 years old and a freshman in community college.” - Eisernes

Target Audience

Nontraditional and underserved college students, working students, returning adult learners, and students living at home.

We want to make these students feel seen and just as prepared as the traditional college student.

Insight

Some students fit into college, others have to make college fit them.

Solution

Walmart shows up for any kind of college student.

Walmart’s brand promise of “Everyday Low Price” makes it a natural fit for non-traditional students who are often balancing work, family responsibilities, and their own expenses. Because many non-traditional students today are budget-conscious and short on time, they need a retailer that is both affordable and convenient, something Walmart is uniquely positioned to provide.

Creative

01. This is My Campus App Extension

Replaces the generic dorm checklist with the first BTC shopping experience built specifically for every version of college. Dorm, Commuter, Living at Home, & Student Parent. Every student sees their version of college reflected back seen, considered, equipped.