Most brands see media strategy as logistics: channels, CPMs, impressions.
But the media isn’t just a delivery system—it’s a declaration.
Your media choices tell your customers who you are and what you value.
Every placement, every partnership, every format sends a message—whether you intend it or not.
And when the media misaligns with your brand’s soul, your message gets lost—or worse, mistrusted.
Media Is Message, Not Just Medium
It’s not just what you say. It’s where you say it.
Would you launch a campaign about inclusion and community by buying aggressive pop-up ads on a clickbait site? Probably not. But brands make subtle versions of this mistake all the time—showing up in places that don’t match their values, audience mindset, or intended tone.
When media placement doesn’t reflect your beliefs, your customers can feel it—even if they can’t quite articulate what’s off.
A Hypothetical Misstep: What If Walmart Got It Wrong?
To see how this plays out, let’s imagine a version of a real campaign—but with the wrong media strategy.
Earlier this year, Walmart partnered with Megan Thee Stallion to launch her Hot Girl Summer swimwear collection—designed to empower women of all shapes and sizes with bold, inclusive style.
Now imagine if Walmart had launched that line with print ads in outdated Sunday circulars, or low-res banner ads on discount coupon sites.
Technically, they’d reach people. But emotionally? They’d miss the moment.
That kind of media would clash with the spirit of the campaign. It would strip away the cultural relevance and energy of Megan’s brand. It would send a message that says, “We’re checking a box,” not “We get it.”
What They Did Instead: Soul-Aligned Media Strategy
Walmart got it right—because they knew it wasn’t just about the product. It was about the placement, the partnership, and the platforms.
The Hot Girl Summer swimwear line launched in 500+ Walmart stores, lived front-and-center on Walmart.com, and was promoted through native Reels on Instagram and TikTok—right where Megan Thee Stallion’s audience spends their time, shares culture, and drives trends. The campaign even took center stage at Miami Swim Week, making a bold statement in a space that celebrates confidence and style.
At the heart of this cultural moment was Marcus Moore, one half of Contenders award-winning Executive Creative Director duo, who led the creative direction for the campaign. Marcus brought bold vision and nuanced insight, ensuring that the message didn’t just show up—it showed up right. His approach blended authenticity, empowerment, and cultural fluency, giving the campaign the emotional depth and relevance it needed to resonate.
Also part of the powerhouse team at Contender is DeChazier Pykel, Executive Creative Director, whose creative leadership continues to set the standard for culturally driven campaigns.
🌟 See why DeChazier is one of the top creative voices shaping culture-first branding.
👉 Watch his reel here
This wasn’t just smart advertising. It was emotionally intelligent brand building.
The result? A campaign that felt organic, empowering, and exactly where it needed to be.
Because when media aligns with message—and message aligns with meaning—you get more than impressions.
You get impact.
Ask Yourself: What Is Your Media Strategy Saying About You?
- Are you showing up where your customers feel seen?
- Are you choosing placements that reflect what you believe?
- Are you using the media to invite, or to interrupt?
Every media decision tells a story about your brand.
If you’re not intentional, your placements may be saying more than your message.
Media is memory. Make sure the memories you create match the meaning you intend.
Ready to Align Your Media with Your Message?
If your brand is ready to stop just reaching people—and start resonating with them—we’re here to help.
Let’s talk about how to make your media strategy a true reflection of your brand’s purpose.