How creative testing gave a new product the taste of success
A smooth blend of Sponsored Brands and visual storytelling helped win new customers.
Challenge
Chobani launched a new high-protein yogurt and needed to capture the interest of traditional yogurt buyers and health-conscious customers seeking protein-rich products.
Objective
Their aim was to drive awareness, increase sales, reach new audiences and improve ROAS.
Strategy
Using the Sponsored Brands custom image feature for visual storytelling
Collaboration
Chobani and Craft & Commerce worked together to help drive visibility for their new high-protein yogurt.
Test and learn
Identify and use the ad creatives that resonate more effectively with your customers and contribute strongly to overall results.
Visual storytelling
They launched a Sponsored Brands campaign with custom images featuring lifestyle visuals to help engage Walmart customers by showcasing the product in realistic situations.
The tactics
Sponsored Brands custom image
Launched two Sponsored Brands campaigns featuring lifestyle images.
Comparative analysis
Campaigns using lifestyle images were compared with historical campaigns without images to measure incremental impact.
A/B testing
Identified which creative assets, among the different ones used, performed best while keeping keyword targeting and bids consistent.
Informed decision making
This approach gave way to a data-driven strategy that would guide how Chobani connects with Walmart customers in the future.
Big wins
New-to-brand buyers year over year
Units sold year over year
ROAS year over year
Source: Walmart first-party data, May 27–June 30, 2025 vs. May 27–June 30, 2024. New-to-brand is an ad-exposed customer who purchases a brand’s product from Walmart's site or app after not purchasing the brand the previous 12 months. Past results do not guarantee future performance.
Key takeaways
Visuals are impactful
Include images in Sponsored Brands campaigns to help create a more engaging shopping experience and increase reach and traffic across Walmart's digital properties.
Test and learn
Conduct tests with clear goals and objectives to help measure impact and make data-backed decisions.
“Testing lifestyle-driven Sponsored Brands creatives helped us achieve higher consideration, stronger conversion and meaningful growth.”
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