A phased search strategy helped a new supplier launch and scale on Walmart
How a new brand without established visibility stood out in a crowded category.
Challenge
Aborder Products introduced their flagship brand, Ophanie, on Walmart. As a new brand operating in the crowded home categories without established visibility or search rankings, they needed a way to compete and stand out.
Campaign goals
Accelerate first-year Walmart growth
Increase sales
Build visibility and category presence
Improve organic ranking
Solution
Ophanie implemented a phased full funnel strategy designed to drive their Walmart launch before transitioning to a performance-driven advertising model. During the launch phase, Sponsored Products, Sponsored Brands and Sponsored Videos were combined to help rapidly build visibility and sales momentum. In the second phase, media investments around long-term advertising performance were optimized.
Strategy
During the launch phase, Ophanie used a focused search strategy to help quickly establish visibility across key home products, including air mattresses, shower heads and cat water fountains.
Manual Sponsored Products campaigns prioritized strong bidding on exact-match keywords to help secure premium search placements, while phrase- match and broad-match targeting helped expand keyword coverage.
Automatic Sponsored Products campaigns helped identify new keyword opportunities to accelerate organic ranking.
Sponsored Brands and Sponsored Videos complemented Sponsored Products by helping increase awareness and product visibility during the launch phase.
As performance evolved, investment shifted toward Sponsored Products, which consistently helped deliver stronger ROAS and contributed to sales.
Wins
ROAS
units sold
Clicks from Sponsored Products
Impressions from Sponsored Videos
Source: Walmart first-party data, July 31, 2024–July 31, 2025. Past results do not guarantee future performance.
Takeaways
Build visibility from day one
Give new products the visibility they need early to help accelerate growth and establish a strong market presence.
Take a full funnel approach
Combining Sponsored Products, Sponsored Brands and Sponsored Videos can help build visibility early while supporting sales as customers move toward purchase.
Scale strategically
Different stages of growth require different investment strategies. Optimize your media mix as business objectives evolve.
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