A Marketplace Seller Builds a Healthy Presence by Investing Across the Funnel
Multi-format ad strategy turns awareness into conversions
Opportunity
True Sea Moss offers a vibrant lineup of nutrient-rich sea moss products, including powders, capsules, gummies and gels, but initially lacked clarity on how to navigate and grow on Walmart Marketplace. The brand needed a strategy to stand out and drive sales across its full product catalog.
Goals
They sought to increase awareness across all product lines, drive consistent sales growth, and engage and convert new customers.
Solution
True Sea Moss committed to amplifying its presence on Walmart with a full-funnel strategy, leveraging a mix of search and video formats to increase visibility and sales.
Strategy and tactics
The brand put its plan into action by launching Sponsored Brands campaigns to showcase different product types and spark brand discovery. They later refined their strategy by testing separate Sponsored Brands campaigns focusing on gels, which delivered strong return on ad spend and conversions.
To further amplify visibility, they also leveraged Sponsored Videos for their gel products, using eye-catching creatives to educate shoppers directly in search results. Finally, they split variant product groups to sharpen keyword relevance and targeting, to improve overall campaign effectiveness.
Big wins
Increase in year-over-year sales1
Impressions2
New-to-brand orders2
Sources: 1Walmart first-party data, Jan.1, 2024–May 1, 2024 vs. Jan.1, 2025–May 1, 2025. 2Walmart first-party data, Jan.1, 2025–May 1, 2025.
Key takeaways
Combine tactics
Combine upper-funnel and targeted search tactics to help increase visibility across your product catalog.
Organize campaigns
Organize campaigns around relevant groupings to improve performance.
Layer strategy
Use a layered search strategy to help your products stay visible at every stage of the shopper's journey, and fuel sales growth on Walmart.com.
Ready to get started?
Join Walmart Connect and put our partners, expertise and data to work for you.
You might be interested in
