Breezing Through a Busy Category to Become a Fan Favorite

Mr. Brands, a Walmart Marketplace brand owner, was breaking into a crowded fan category during the holidays and faced a dual challenge.

They wanted to grow fast during this high-demand window and stay top of mind when customers weren't actively searching for fans. They aimed to strategize ad spend to maximize seasonal performance.

The brand adopted a data-led strategy and made a significant media investment. They used the Sponsored Search suite in a full-funnel approach built around seasonal demand, including an always-on component.

Mr. Brands began by identifying growth areas through the assessment of their overall category rank and impression share compared to top performers.

The tactics

Maintaining off-season campaigns as a part of their always-on ad strategy helped sustain higher product search relevance and retain customer engagement beyond high-demand periods.

The brand then activated Sponsored Products, Sponsored Brands, and Sponsored Videos to help reach fan category customers across the funnel, accelerate share of voice, and close gaps with top competitors.

Investment was increased during peak fan season and aligned with promotional moments and flash deals to help maximize visibility and conversion.

They referenced seasonal trends in fan sales to help guide budget planning and campaign timing.

Source: Walmart first-party data, June 2024-Apr. 2025.