Rust-Oleum scaleswith lookalike targeting

In 2023, Rust-Oleum, a leading manufacturer of paint and coating products, wanted to capitalize on and leverage the success of recent Walmart Connect campaigns to support the launch of an innovative new spray paint.

A Walmart Offsite Display campaign that included lookalike targeting to help Rust-Oleum find new customers.

Rust-Oleum executed a product launch that introduced an innovation in spray paint into their assortment.

Rust-Oleum ran a Display campaign earlier in the year and learned that “propensity to buy paint and stains” was a top-performing audience for them. They needed to create awareness of this new product by leveraging previously successful audiences, but also testing new ones.

Walmart Connect recommended lookalike targeting as a solution, with “propensity to buy spray paint” audience as the seed. This tactic helped Rust-Oleum reach new buyers at scale.

Source: Walmart first-party data, Sept. 1–Oct. 31, 2023.
Lookalike audiences can potentially increase between 2X-10X, depending on the size of the seed.

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