WALMART NUEVOLUTION

To launch The Nuevolution Project, Walmart's collection designed by Hispanic creatives, RanaVerse was brought in to develop an influencer campaign strategy that would engage the Hispanic community on multiple levels. The initiative, which featured a product range designed by Roberto Lugo, the ceramicist and graffiti artist, and the LA-based streetwear collective Wish Me Luck, was timed to coincide with Hispanic Heritage Month. This launch laid the foundation for a broader cultural celebration that highlighted Hispanic representation and ownership.

RanaVerse tapped into its “Head & Hearts" influencer strategy to ensure the right creators were selected to connect authentically with the campaign. Working with Walmart and the designers, agency crafted an interactive event designed to bring the products and culture to life. The strategy focused on engaging Hispanic talent not only through influencers, but also by ensuring that everyone involved in the event— from photographers and stylists to door staff, baristas, and food servers—were from the community.

With Walmart we hosted a one-day, in-person activation to showcase the vibrancy and diversity of Hispanic creativity and culture. More than 15 Hispanic creators, representing various backgrounds—Venezuelan, Dominican, Puerto Rican, Colombian, Ecuadorian, Mexican, and Afro-Latin—were invited to contribute to the cultural narrative. The day included a welcome breakfast, a styling and content creation session led by Wish Me Luck, and a family-style lunch curated by Chef Fernanda Serra, highlighting Latin American culinary traditions. The event concluded with a hands-on pottery workshop with Roberto Lugo, where attendees created pieces reflecting their own cultural stories and creative expressions.

Beyond the event, RanaVerse ensured the campaign reached a wider, digitally engaged audience through influencer collaborations across Instagram and TikTok. Over the course of the campaign, 223 posts from both paid and earned influencers generated 22 million impressions and more than 8 million views. With a 3:1 ROI and 77 earned posts valued at $1 million, the campaign underscored Walmart’s commitment to advancing Hispanic culture, fostering community pride, and driving authentic engagement with the Hispanic audience.

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