A Fruitful Test-and-learn Led to Increased Sales

Opportunities

Following the successful launch of their new product line at Walmart stores, growing fruit snack manufacturer Cibo Vita sought to strengthen its online presence, focusing on increasing visibility and online sales.

Goals

This Walmart supplier wanted to boost new product awareness, influence conversion and increase online sales.

Solution

The brand launched test-and-learn Sponsored Products campaigns to help evaluate product performance, optimize keyword strategy and make better informed investment decisions.

Strategy and tactics

Cibo Vita set a robust online strategy to help expand their reach and evaluate the performance of their products on Walmart’s site and app.

First, they launched an automatic Sponsored Products campaign to identify high-performing keywords. Then, they added those keywords to two manual Sponsored Products campaigns.

The brand used exact-match keywords to target highly relevant queries and help protect their brand image. And they used phrase- and broad-match keywords to capture competitors’ audiences through broader, related searches.

Campaign dates: November 2, 2024 – April 14, 2025

Big Wins

New-to-brand buyers

Conversion rate

Impressions

Source: Walmart first-party data, Nov. 2, 2024–Apr. 14, 2025. New-to-brand is defined as a customer who purchases a brand’s product from Walmart’s site and app as a result of an ad campaign, after not having purchased the brand on Walmart’s site and app for the previous 12 months.

Key takeaways

Launch Sponsored Products campaigns to increase product visibility and help influence online and in-store sales.
Run always-on campaigns to help drive more consistent results.
Use a mix of exact-, phrase- and broad-match keywords to help optimize lower-funnel performance and gain insights that guide future strategy.

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New-to-brand buyers

Conversion rate

Impressions

Key takeaways

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