Fellowes teams up with Teikametrics to help charge up sales in tax season

Fellowes Mobile, a leading mobile accessories brand, wanted to improve sales for its mobile product line during tax time, a key retail moment. The brand needed to find new ways to turn shopper attention into action across Walmart’s omnichannel ecosystem by exploring opportunities beyond standard Sponsored Search campaigns and adopting a full-funnel approach.

The brand aimed to increase impressions, sales and return on ad spend during tax time, with its primary objective centered on driving growth while maintaining campaign efficiency.

Fellowes Mobile worked with Teikametrics, a Premium+ Tech Partner in the Walmart Connect Partner Network, to execute an integrated campaign strategy that combined Sponsored Products and Onsite Display. Together, these solutions helped maximize traffic during tax time and drive conversions.

Teikametrics and Fellowes launched a full-funnel strategy using Sponsored Products and Onsite Display to help capture shoppers at every stage of the journey. Sponsored Products helped drive visibility in search when customers were actively seeking mobile accessories, while Onsite Display helped expand reach, build awareness and inspire discovery across Walmart’s digital properties.

The Onsite Display campaign used contextual and keyword targeting focused on categories and search terms that had historically helped deliver strong sales performance and ROAS. Meanwhile, the Sponsored Products campaign was optimized weekly, by scaling strong keywords, excluding underperformers, and grouping product variants to improve efficiency.

To help identify peak shopping weeks in the tax season, between mid-February and mid-March, the teams analyzed year-over-year traffic, ad spend, and conversion rate trends. During early February, they focused on building awareness by increasing budgets and bids, adding high-performing keywords from the past 60 days and applying bid multipliers across platforms.

From mid-February to mid-March, they shifted the strategy to help secure premium placements that can maximize visibility during peak shopping weeks. This was done with higher budgets, increased bids, and an added boost for high-impression keywords.

Late March through early April, as the season came to an end, they scaled back budgets and bids to help improve efficiency, pausing low-ROAS-generating keywords and focusing on conversions. 

Source: Teikametrics  data, Feb. 1–April. 7, 2025 vs. Feb. 1–April. 7, 2024. No endorsement of third-party data sources.