A smart campaign restructure maximized omnichannel impact
Using a full-funnel, always-on strategy helped the brand increase visibility and sales
Opportunity
Telebrands ran Marketplace campaigns featuring the same products in manual and automatic targeting, creating internal competition that reduced efficiency and performance. To unlock greater sales potential, the brand needed to eliminate internal competition while supporting category growth, in-store visibility, and digital expansion.
Goals
To achieve these objectives, Telebrands set clear goals: drive measurable revenue growth through smarter campaign structures, boost brand awareness and engagement across channels, and increase return on ad spend to accelerate category momentum.
Solution
Telebrands partnered with its agency, Good Peeps, to restructure its campaigns, layering in full-funnel investments and an always-on omnichannel strategy across online and in-store channels to maximize visibility, engagement and conversion.
Strategy and tactics
Good Peeps restructured Telebrands’ campaigns by product category, reducing internal competition and enabling more efficient budget allocation across items.
The restructure improved efficiency, delivering stronger return on ad spend and better item-level performance. To build awareness, they layered in Sponsored Brands and Sponsored Videos to highlight use cases and product benefits, driving upper-funnel engagement.
With added investment in Walmart Connect Marketplace and stronger retail execution, this full-funnel strategy, powered by Walmart’s first-party data, drove measurable impact across both physical stores and online sales.
Big wins
Increase in year-over-year sales growth1
New-to-brand buyers2
Impressions2
Increase in sales with Pickup & Delivery3
Source: 1Walmart first-party data, Mar. 1, 2024 – May 27, 2024 vs. Mar. 1, 2025 – May 27, 2025. 2Walmart first-party data, Mar. 1, 2025 – May 27, 2025. 3Walmart first-party data, Mar. 1, 2024-Mar. 31, 2025. Note: 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.
Key takeaways
Combine tactics
Combine lower-funnel conversion tactics with upper-funnel storytelling to help engage customers at every stage of their journey.
Leverage Sponsored Search
Leverage Sponsored Brands and Sponsored Videos early on to communicate product benefits, while boosting awareness and engagement.
Always-on strategy
Maintain an always-on strategy to help sustain share of voice and consistent sales momentum.
Combine strategies
Combine digital and in-store strategies to help capture incremental audiences and maximize omnichannel impact.
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