Brightening holiday season with new product success
How an omnichannel strategy helped a toothbrush brand turn discovery into demand.
Challenge
Philips Sonicare aimed to build early awareness for their newly launched, Walmart-exclusive electric toothbrushes while capturing high-intent shoppers during peak holiday moments.
Campaign goals
Drive awareness
Achieve strong ROAS
Build consideration
Solution
They used Display via Walmart DSP, CTV, Pinterest and Onsite Display together to help highlight the products across multiple channels.
Strategy
An omnichannel approach across Social, CTV and Display via Walmart DSP helped build early awareness and deepen consideration for Philips Sonicare Series 6000 and 6400, while Onsite Display helped capture peak demand.
Tactics
CTV-driven awareness
Ran CTV ads for the toothbrushes using immersive video to help build upper-funnel awareness among streaming audiences.
Re-engaging shoppers
Reinforced key benefits like pressure sensor technology to help drive consideration using Display via Walmart DSP.
Pinterest-led inspiration
Ran Pinterest ads with lifestyle creatives to help position the products as premium holiday gifts and drive discovery.
Featured products at high-visibility moments
Used Homepage Lockout, Branded Keyword Lockout, Category Takeover and programmatic Onsite Display to help reach high-intent shoppers.
Wins
New-to-brand buyers - CTV1
Engagement - Pinterest2
ROAS - Homepage Lockout, Branded Keyword Lockout3
ROAS - Onsite Display4
Sources: 1Walmart first-party data, Sept. 21–Dec. 31, 2025; 2Walmart first-party data, Oct. 1–Dec. 31, 2025. 3Walmart first-party data, Sept. 29–Dec. 31, 2025; 4Walmart first-party data, Sept. 22–Dec. 31, 2025. Past results do not guarantee future performance.
Takeaways
Build momentum early
Launch campaigns ahead of season to help build awareness and consideration over time, especially for new products.
Reinforce messaging across channels
Use CTV, Display via Walmart DSP and Social together to help sustain engagement and keep products top of mind.
Capture peak demand
Reaching shoppers during key holiday moments using Onsite Display helps convert momentum built over time.
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