Brewing Stronger Sales During Walmart Deal Days with Intentwise

A category-specific advertising approach combined with a brand defense strategy helped win new customers.

Brand

Lavazza

Campaign Date

Oct 10 – Jan 25, 2024

Goals

Acquire new customers

Boost conversion and sales

Partners

Intentwise

Challenge

Lavazza, a leading premium coffee brand, discovered that competitors were heavily investing in Lavazza’s branded keywords, putting the brand’s visibility at risk.

With the launch of a new product line, Dolcevita, approaching, the brand needed to regain and boost visibility, reach new Walmart customers and drive conversions. Walmart Deal Days offered a crucial opportunity to achieve this before competitor activity gained further ground.

Solution

Lavazza partnered with Intentwise, a Premium Tech Partner in the Walmart Connect Partner Network, to launch Sponsored Products campaigns that focused on boosting their share of voice, building awareness and converting new Walmart customers at scale.

Strategy

Lavazza and Intentwise implemented a strategy to help reach new audiences, grow sales, and secure a competitive edge.

It focused on maximizing visibility during Walmart Deal Days while building the foundation for sustained growth and long-term profitability. 

The tactics

They began with category-specific Sponsored Products campaigns optimized for Walmart Deal Days to help build consideration and drive conversion.

Then they focused on branded keyword defense by increasing the brand’s investment in brand term targeting.

Through Intentwise’s platform, Lavazza identified high-performing branded and non-branded keywords and integrated them into each Sponsored Products campaign.

They leveraged Intentwise’s automation rules to increase bids on campaigns with a high volume of new-to-brand orders, provided the ROAS stayed above the set threshold.

Lavazza also layered on bid multipliers for Buy Box and premium placements to help boost visibility.

Big Wins

166 % Increase in year over year new-to-brand orders

33 % Increase in year over year CTR

184 % Increase in year over year total attributed sales revenue

Source: Intentwise data. Oct. 8–11, 2023. vs. Oct. 8–11, 2024. Intentwise is an independent third party and not affiliated with Walmart Connect. NO ENDORSEMENT OF 3RD PARTY DATA SOURCES.

Lavazza Super Crema medium roast whole bean coffee in a blue 35.2 oz package.

Key takeaways

Leveraging High-Traffic Events

Tapping into high-traffic events like Walmart Deal Days can unlock opportunities to boost brand visibility, capture new audiences at scale and build momentum ahead of product launches.

Effective Brand Defense Strategy

Investing in brand term targeting is a strong brand defense strategy that can help safeguard your presence in search, improve share of voice and position your brand to stay top of mind throughout the customer journey.

Maximizing Impact with Tech Partners

Tech Partners can provide the expertise and tools that brands need to optimize performance, boost visibility and drive results during key high-traffic retail moments.