The Opportunity
Olly wanted to grow its customer base and share of voice, and was interested in advertising strategies that could help increase awareness and sales with customers looking for other vitamin products across the Walmart site and app.
The Solution
Working with Pacvue, Olly tested brand term targeting on Walmart Connect in its Sponsored Search campaigns. Various brand defense and offense tactics were used across Sponsored Products, Sponsored Brands and Sponsored Videos to help ensure high-intent customers were served best-selling products at or near the point of purchase.
This approach helped introduce Olly products to new customers and increase new-to-brand purchases.
The Tactics
- Bid on Olly branded terms with the intent to upsell larger pack sizes and build awareness around new products
- Bid higher on competitive branded terms to help boost new-to-brand sales
The Results
- 85% increase in ROAS
- 330% increase in sales
- 300% increase in new-to-brand sales
Campaign dates: March 1 – 31, 2024
