Black Friday loomed big in 2012, especially with the second biggest employer in the US, WalMart, threatening to make their employees work on Thanksgiving Day. On the heels of the 99% and Occupy Movement, OURWalmart is helping bring progressive values back into the American workplace.

Fission Strategy worked with OURWalmart to help engage and reach as many WalMart workers, their families, the media, and consumers to help spread awareness of their campaign. Fission conducted an analysis to optimize their internal structure, and provide recommendations for expansion of outreach to their external audiences for their 2012 Black Friday campaign. The result was strong offline participation at rallies around the country, massive media attention, and robust online penetration of OURWalmart's message.

OURWalmart has embraced many of our recommendations, including increased use of humor and Internet memes, and combining cat images with strong organizing themes on Facebook. OURWalmart has begun implementing more mobile friendly strategies: less text, more photos, and humor to share. This has helped OURWalmart gain more virility and velocity of their message, which demands respect from Walmart among their core demographics of Walmart workers, and their friends and families.