Cleaning up with a powerful solution

For a 2023 Back to School campaign promoting their hero cleaning products, Clorox’s retail marketing team wanted to add a national marketing tactic that would help measurably improve incrementality down the funnel.

A coordinated, targeted onsite and offsite campaign, including CTV, with measurement and analysis to determine the contribution of each tactic to incremental conversions and sales.

Walmart Connect and Clorox partnered to maximize the power of the campaign by adding upper funnel budgets and tactics to the efficient mid & lower funnel campaign.

Walmart Connect provided integrated planning, working with both Clorox marketing teams and their Walmart Connect Partner Network partners to capture Walmart customers at every step of their shopping journey.

We used omnichannel multi-touch attribution to measure the impact of each campaign tactic not only on Walmart’s site and app, but also in Walmart stores.

On average, exposing customers to upper-funnel + lower-funnel ads delivered twice the incremental sales as did exposing customers only to the lower-funnel ads.

Sources:
Walmart first-party data, July 1 – Aug. 31, 2023. Based on traceable conversions without media match rate and sales traceable ratio extrapolation. Media impact on average incremental sales is the portion of sales entirely driven by Walmart Connect media. This excludes organic sales that would have taken place without Walmart Connect media.

PROPRIETARY & CONFIDENTIAL
These materials are provided pursuant to the parties’ confidentiality agreement and are considered Walmart confidential and proprietary information and may not be disclosed or further distributed without Walmart’s express consent.