Seriously good promotions with ZURU
ZURU, a global consumer goods manufacturer, wanted to expand its presence on Walmart by testing new Sponsored Search ad types for Rascal + Friends, its premium disposable diaper brand.
Opportunity
ZURU, a global consumer goods manufacturer, wanted to expand its presence on Walmart by testing new Sponsored Search ad types for Rascal + Friends, its premium disposable diaper brand.
Solution
The advertiser participated in a beta test of Sponsored Videos to help boost engagement with high-quality video content and inspire sales by having ads serve prominently in Search In-grid results.
Strategy
This was an opportunity for ZURU to test new Sponsored Search placements to help grab the attention of additional Walmart customers. The advertiser also recognized the benefits of activating different formats to enrich campaigns beyond standard Sponsored Products placements.
The tactics
ZURU used branded keyword targeting to test Sponsored Videos ad placements and activated nonbranded keyword targeting to boost visibility around the Rascal + Friends | CoComelon co-branded offering by pulling in new Walmart customers searching for similar items.
Big Wins
Units sold vs. similar video campaigns2
Conversion rate vs. similar video campaigns2
Click-through rate vs. similar video campaigns2
Increase in ROAS vS. similar video campaigns1
Sources: 1Walmart first-party data, 2023; Mar. 15-May 1, 2023 vs. Walmart DSP reporting, Apr. 19-May 16, 2023. 2Walmart first-party data, 2023; Mar. 15-May 1, 2023 vs. other Sponsored Videos campaigns using similar tactics run during the same time period.
Key takeaways
Sponsored Videos
Sponsored Videos offer a visually engaging format that can help brands stand out beyond standard Sponsored Products placements.
Non-branded keyword targeting
Incorporating nonbranded keyword targeting can help increase brand visibility.
Co-branded content
Co-branded content can help boost interest by drawing on the audiences of both brands.
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