How a fan brand drove +60% Sales with Walmart Connect

Opportunity

Mr. Brands, a Walmart Marketplace brand owner, was breaking into a crowded fan category during the holidays and faced a dual challenge. They wanted to grow fast during this high-demand window and stay top of mind when customers weren't actively searching for fans. They aimed to strategize ad spend to maximize seasonal performance.

Goals

They sought to improve brand visibility, increase seasonal sales through digital ads and accelerate share growth within Walmart Marketplace.

Solution

The brand adopted a data-led strategy and made a significant media investment. They used the Sponsored Search suite in a full-funnel approach built around seasonal demand, including an always-on component.

Strategy and tactics

Mr. Brands began by identifying growth areas through the assessment of their overall category rank and impression share compared to top performers.

They referenced seasonal trends in fan sales to help guide budget planning and campaign timing.

The brand then activated Sponsored Products, Sponsored Brands and Sponsored Videos to help reach fan category customers across the funnel, accelerate share of voice and close gaps with top competitors.

Investment was increased during peak fan season and aligned with promotional moments and flash deals to help maximize visibility and conversion.

Maintaining off-season campaigns as a part of their always-on ad strategy helped sustain higher product search relevance and retain customer engagement beyond high-demand periods.

Campaign dates: June 1, 2024 – April 14, 2025

Big wins

+ %

Total attributed sales

New-to-brand orders

+ %

Return on ad spend

+ %

Units sold

Source: Walmart first-party data, June 2024-Apr. 2025.

Key takeaways

A strategic mix of seasonality, media spend and ad formats helps new brands build strong presence in competitive categories.

Off-season campaigns can act as an effective launchpad for the peak season.

Conducting category research and planning ahead for seasonal sales spikes helps allocate ad budgets strategically.

Aligning campaigns to key retail moments can maximize visibility and conversions.

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