How storytelling helped turn an occasional pick into a cart essential
A specialty wine brand went from being an occasional choice to an everyday preference.
Challenge
Stella Rosa aimed to improve media efficiency, influence customer behavior, engage new, existing and lapsed customers and deliver strong sales outcomes in a highly competitive wine category.
Campaign goals
Increase ROAS
Retain current and lapsed buyers
Acquire new customers
Solution
The brand launched a campaign using online video (OLV) and Display via Walmart DSP with a diverse mix of targeting strategies and audience segments to help maximize reach and relevance.
Strategy
Stella Rosa, along with Goodway Group, a Premium Agency Partner within the Walmart Connect Partner Network, developed a full-funnel retail media strategy designed to reach customers at multiple touchpoints throughout their purchase journey.
They used OLV and Display via Walmart DSP. To help influence consideration and conversion, they combined engaging, lifestyle-driven storytelling with Walmart first-party data led audience targeting.
Tactics
Audience segmentation
Used multiple audience segments including past purchasers, category switchers and custom-built audiences.
Full-funnel approach
Used OLV for upper-funnel awareness and consideration and Display via Walmart DSP to help reach shoppers closer to making a purchase.
Real-time optimization
Refined campaign performance in real time using Walmart Connect’s closed-loop measurement and in-flight optimization.
Wins
Return in attributed sales
Above Walmart's Wine ROAS benchmark
Incremental sales relative to media investment
New-to-brand buyers
Source: Walmart first-party data, Feb. 1–Apr. 30, 2025. Past results do not guarantee future performance.
Takeaways
Use Walmart DSP
Full-funnel Walmart DSP strategies can influence everyday purchase behavior and be useful beyond seasonal moments.
Reach high-intent customers
Strategic targeting across your category helps you reach the right customers more often.
Use a strategic mix of ad formats
Combining OLV and Display via Walmart DSP helps strengthen brand storytelling and conversion efficiency.
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