Learn How a Polished Strategy Helped Paint Big Results

Nails.INC, a new brand at Walmart, was looking to stand out in the competitive beauty category on Walmart’s digital properties. They wanted to reach customers and establish a strong digital presence to build momentum for their brand ahead of their launch at Walmart stores.

They aimed to build online awareness, influence online purchase decisions, increase conversion for key products and maximize their seasonal sales.

The brand's strategy was to focus on long-term relevance to connect product strengths with evolving customer priorities, using behavioral and seasonal insights. To extend their store launch to our digital properties, they launched Sponsored Products, Sponsored Brands and Sponsored Videos campaigns that helped create awareness, educate customers and capture them across channels.

To help maximize their advertising impact, Nails.INC launched always-on campaigns and seasonal activations during key beauty moments.

They used Sponsored Products to help boost product visibility and influence purchase intent. To encourage basket building, the brand ran Sponsored Brands ads showcasing color variety aligned to seasonal trends and customer behavior. They used Sponsored Videos to educate customers about product features, including the high-quality, fast drying formula of their nail polish, produced in Europe.

The brand combined Sponsored Brands and Sponsored Videos to capture Walmart customers with contextual ads in search results during relevant periods like Halloween and Walmart beauty events.

Source: Walmart first-party data, Feb. 21, 2024-Mar. 27 2025. New-to-brand is defined as a customer who purchases a brand’s product from Walmart site and app as a result of an ad campaign, after not having purchased the brand on Walmart site and app for the previous 12 months.