Full-Funnel Strategy Helped Coffee Creamer Brand Rise to the Top
The collaboration between advertiser, agency partner and Walmart Connect delivered a massive and impactful product launch campaign.
Challenge
Danone wanted to deploy a full-funnel strategy to launch a new Cold Foam Creamers line for its International Delight brand and drive awareness with customers at Walmart.
Solution
The advertiser worked with Agency partners Wavemaker Global and Flywheel with the Walmart Connect Partner Network, to deliver ads across our digital and in-store solutions.
Strategy
Walmart Connect assisted Danone, Wavemaker and Flywheel in developing an omnichannel campaign that tapped into our full suite of advertising solutions.
The approach helped the brand strategically reach customers along multiple touchpoints of the shopping journey.
The tactics
The campaign focused on relevant demographics and categories including coffee, milk and Gen Z (adults 18+) coffee buyers.
Upper-funnel
- CTV
- Category takeover (Coffee)
- Homepage feature
- Gallery takeover
Mid-funnel
- Pre-roll DSP
- TV Wall
- Self-checkout ads
Lower-funnel
- Display
- Sponsored Search
Big Wins
Source: Walmart first-party data Jan. 16 – May 1, 2024.
Key takeaways
Upper-Funnel Ad Formats
Upper-funnel ad formats used to build awareness can also help drive results further down in the funnel, with metrics such as ROAS.
Category Takeover
Strategic targeting tactics, like a category takeover, can help brands reach the right audience at multiple points along the path to purchase.
CTV and Social
As part of a healthy always-on strategy, campaign reach can be improved with formats like CTV and social.
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