CASE STUDY
How AlI MUrtaza Built the Creative Voice of Walmart Fulfillment Services
Walmart
Walmart Fulfillment Services (WFS)
Creative Director & Content Strategist
Multi-Year Partnership
4+
Countries & Markets
Full-Funnel
Campaign Strategy
Multi-Year
Global Contract
THE CHALLENGE
A Powerful Infrastructure With No Creative Voice
Walmart had built a powerful fulfillment infrastructure: warehousing, 2-day delivery across the US, and a growing marketplace platform. But sellers didn’t know it, and more importantly, they didn’t trust it.
WFS needed content that would attract third-party sellers, communicate the value of the logistics network, and compete directly with Amazon’s FBA ecosystem. The brand didn’t have a creative voice yet. It needed one built from the inside out.
THE APPROACH
From a Single Case Study to a Full-Funnel Strategy
Ali was brought in to produce a single seller case study. He delivered, and then reframed the entire brief. Rather than producing one-off content, he recommended a full-funnel content strategy built around three distinct seller moments: attract at the top, help them decide at the mid-funnel, and delight them once they’d committed. Walmart said yes.
At the top of the funnel, he creative directed a cinematic scripted piece following the journey of a package through Walmart’s fulfillment system. He also produced shoots inside Walmart’s actual fulfillment centers, documenting real processes and turning operational complexity into compelling proof points.
At the mid-funnel, he developed a series of seller case studies featuring real brands like Lavazza, Built Bar, and Deli. At the bottom of the funnel, he created content celebrating sellers who had already committed. He also produced direct communications from Walmart leadership, shooting content with the WFS Vice President distributed across the entire seller base.
The VP personally requested Ali travel to China to film seller case studies on the ground. He went two years in a row, capturing international seller stories no other agency had been trusted to tell.
Walmart Fulfillment Services
THE RESULTS
The Brand Built From Scratch
Seller engagement grew from the first campaign. Lead generation increased. New seller partnerships formed. Content was featured at Walmart’s Seller Summits in the US, UK, China, and beyond, and distributed throughout WFS’s website and platforms.
This wasn’t just a content program. It built the brand from scratch and set the creative standard for everything WFS put in front of sellers from that point forward.
THE PARTNERSHIP ARC
From One Case Study to a Global Partnership
Year 1
One seller case study. Immediate seller engagement and lead generation growth.
Year 1+
Full-funnel strategy approved. Scope expands to cinematic brand film, fulfillment center shoots, seller case study series, and VP-led communications.
Year 2+
VP personally requests Ali travel to China. First international shoot. Second China trip follows.
Ongoing
Multi-year contract. Content featured at global Seller Summits. WFS brand voice established across all seller touchpoints.
MORE WORK
SERVICES PROVIDED
SELLERS FEATURED
Lavazza · Built Bar · Deli · and more across US, UK, and China markets
