Audio Ads Sweeten the Sell for New Customers
Splenda wanted to build brand awareness and reach more customers
Challenge
Splenda wanted to explore additional ad formats that could help it reach new audiences, particularly Gen Z (18+) and high-income households, while increasing sales at Walmart during Easter — a key seasonal moment for the brand (and for bakers looking for sugar substitutes).
Solution
Using insights pulled from Walmart’s first-party data, which showed that these audiences were likely to stream music and podcasts, Splenda tested Audio Ads via Walmart DSP to enhance Walmart Offsite Display campaigns already running.
Historical data also informed strategy, focusing ad delivery on high-performing demographic and category groups from Splenda’s past display campaigns. This approach helped the brand significantly increase new buyers and other metrics.
The tactics
Targeting homed in on high-performing groupings and subsets from the brand’s previous campaigns:
Top 40% sugar substitute spenders
Lifestyle: busy families
Propensity audiences
Holiday baking supplies purchasers
Big Wins
Source: Walmart first-party data, YOY Walmart Baby Days comparison, February 2023 vs. February 2024.
These materials are provided pursuant to the parties' confidentiality agreement and are considered Walmart confidential and proprietary information and may not be disclosed or further distributed without Walmart's express consent. Past results do not guarantee future performance. Past results do not guarantee future performance.
“We were excited to test new capabilities leveraging their data over Streaming Audio and we were blown away with the results driving 39% new buyers!”
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