Menu
A premium, effective laundry detergent, entered the US market a decade ago. But being a challenger brand against a 70 year old category leader is an uphill battle - especially when Walmart shoppers are especially loyal to their laundry brand. However, the brand knew that shoppers were willing to trade when the right promotion was available and their favorite brand was no longer delivering value.
The brand collaborated with their agency, Mars United Commerce, to integrate Shelf Intelligent Media (SIM) from Profitero+. SIM was pivotal in orchestrating an effective PMP campaign by identifying zip codes and Walmart stores where the brand held a competitive edge based on product availability, pricing, and competitor stock levels. Mars was then able to strategically allocate impressions to high-potential shoppers efficiently and consistently.
By precisely targeting high-potential shoppers on Walmart DSP, the brand significantly improved advertising efficiency and delivered a 2.5X increase in Return on Ad Spend (ROAS). Tailored messaging and optimized placements also drove a +31% lift in conversion rate among the targeted audience. The strategy also drove deeper engagement within the shopping journey. This resulted in a 2X higher add-to-cart rate, showing success in moving highly qualified shoppers toward purchase.
