How a test-and-learn approach demonstrated the power of creative brand storytelling

eos, a beauty and skincare brand, wanted to see how lifestyle-led creatives could help enhance the customer shopping experience and increase conversions.

The brand set out to bring its playful, design-first identity into its ads to build a stronger connection with Walmart shoppers as they search for relevant products.

Tinuiti, a partner within the Walmart Connect Partner Network, executed two parallel campaigns.

One campaign as a standard Sponsored Brands ad and the other featuring a Sponsored Brands custom image with eos’s lifestyle visuals.

Both campaigns used the same mix of brand, category and product-specific keywords and item strategy.

This consistency helped ensure that any differences in outcomes could be clearly attributed to the Sponsored Brands custom image format while they measured engagement and sales.

Source: Tinuiti first-party data, May 26-June 1, 2025. No endorsement of third-party data sources. Sponsored Brands custom image vs. traditional Sponsored Brands ads without custom image. New-to-brand is defined as a customer who purchases a brand’s product from Walmart site as a result of an ad campaign after not having purchased the brand on Walmart site for the previous 12 months.