Raising the bar with CTV

Mondelēz International, Inc. wanted to explore advertising channels that could help it reach new customers.

Brand

CLIF BAR

Campaign Date

May 30 – Jun 30, 2023

Goals

Acquire new customers

Boost conversion and sales

Challenge

Mondelēz International, Inc., wanted to explore advertising channels that could help it reach new customers.

Solution

Mondelēz tested the power of Walmart Connect audience targeting using our CTV solution via Walmart DSP to help increase awareness and sales of CLIF BAR energy bars at Walmart.

Strategy

In August 2022, Mondelēz completed the acquisition of Clif Bar & Company and decided to try out new advertising methods for the energy bar brand.

With an increased interest in non-linear advertising and previous success with Walmart Offsite Display via Walmart DSP, Mondelēz looked to launch a CTV campaign promoting CLIF BAR energy bars at Walmart.

The tactics

The Mondelēz team worked with Walmart Connect to test different targeting tactics using video creative of various lengths in their CTV campaign. The campaign also helped amplify Mondelēz investments in other Walmart Connect onsite tactics like Sponsored Search.

Big Wins

3.5 M

Total impressions

35 %

New-to-brandbuyers*

2 X

ROAS vs.benchmark

Source:
Walmart first-party data, October 2023; May 30-Jun. 30, 2023.
*New-to-brand buyers are defined as customers who have not purchased from the brand at Walmart in the prior 12 months

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.

Key takeaways

Reach Walmart customers where they are

The combination of Walmart Connect’s CTV bundled with The Trade Desk’s inventory can help brands engage Walmart customers whenever, wherever and howeverthey spend their time.