Search and display helped Papatui accelerate first year growth at Walmart
How a supplier combined Sponsored Search and Onsite Display to accelerate their brand growth at Walmart.
Challenge
As a new brand in a crowded men’s grooming category at Walmart, Papatui wanted to quickly build awareness, prove demand and establish brand presence.
Campaign goals
Drive sales growth
Build category visibility
Acquire new customers
Solution
By pairing always-on Sponsored Search with strategically timed Onsite Display ads, the brand continuously captured demand. This strategy helped drive incremental reach during key moments to deliver omnichannel impact.
Strategy
Papatui established an always-on Sponsored Search foundation, using a mix of dynamic and fixed bidding to secure stronger placements and capture high-intent searches.
During Father’s Day, Back to School and the holidays, the supplier expanded its presence with Sponsored Brands and Sponsored Videos to build awareness and drive Walmart customers to its Brand Shop.
Unbranded and competitor keywords, alongside seasonal Onsite Display that included a high-performing holiday Display self-serve campaign, drove additional visibility for gift sets and new-to-brand orders.
Wins
Units sold from Sponsored Search
In-store attributed sales from Sponsored Search
New-to-brand orders
Impressions from Onsite Display
Source: Walmart first-party data, March 3, 2025–March 3, 2026. 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. Past results do not guarantee future performance.
Key takeaways
Full-funnel investment
Invest early on to help accelerate awareness and capture demand in a competitive category.
Search and display strategy
Combine Sponsored Search with Onsite Display to help drive both awareness and sales.
Keyword targeting
Conquesting and unbranded keyword strategies help win share from established competitors.
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