Lavazza boosts sales and new customers with Walmart Connect

Opportunity

Lavazza, a leading premium coffee brand, discovered that competitors were heavily investing in Lavazza’s branded keywords, putting the brand’s visibility at risk. With the launch of a new product line, Dolcevita, approaching, the brand needed to regain and boost visibility, reach new Walmart customers and drive conversions. Walmart Deal Days offered a crucial opportunity to achieve this before competitor activity gained further ground.

Goals

They aimed to reach new audiences, increase share of voice, drive incremental sales and set up brand defense.

Solution

Lavazza partnered with Intentwise, a Premium Tech Partner in the Walmart Connect Partner Network, to launch Sponsored Products campaigns that focused on boosting their share of voice, building awareness and converting new Walmart customers at scale.

Strategy and tactics

Lavazza and Intentwise, implemented a strategy to help reach new audience, grow sales, and secure a competitive edge. It focused on maximizing visibility during Walmart Deal Days while building the foundation for sustained growth and long-term profitability. 

They began with category-specific Sponsored Products campaigns optimized for Walmart Deal Days to help build consideration and drive conversion. Then they focused on branded keyword defense by increasing the brand’s investment in brand term targeting.

Through Intentwise’s platform, Lavazza identified high-performing branded and  non-branded keywords and integrated them into each Sponsored Products campaign.

They leveraged Intentwise’s automation rules to increase bids on campaigns with a high volume of new-to-brand orders, provided the ROAS stayed above the set threshold.

Lavazza also layered on bid multipliers for Buy Box and premium placements to help boost visibility.

Campaign dates: October 8, 2024 – October 11, 2024

Big wins

+ %

Year over year new-to-brand orders

+ %

Year over year CTR

+ %

Year over year total attributed sales revenue

Source: Intentwise data. Oct. 8–11, 2023. vs. Oct. 8–11, 2024. Intentwise is an independent third party and not affiliated with Walmart Connect. NO ENDORSEMENT OF 3RD PARTY DATA SOURCES.

Key takeaways

Tapping into high-traffic events like Walmart Deal Days can unlock opportunities to boost brand visibility, capture new audiences at scale and build momentum ahead of product launches.

Investing in brand term targeting is a strong brand defense strategy that can help safeguard your presence in search, improve share of voice and position your brand to stay top of mind throughout the customer journey.

Tech Partners can provide the expertise and tools that brands need to optimize performance, boost visibility and drive results during key high-traffic retail moments.

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