Diapers Case Study

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Opportunity
A popular paper brand is launching a new product in an adjacent category. Their goal is to utilize their brand familiarity to drive awareness and educate shoppers on a new diaper product launch.

Goals

Drive awareness
Educate and Inform

Solution
We leveraged the strength of Walmart’s Omni-Channel footprint (onsite, offsite and in-store tactics) to drive awareness and education of this new product launch.

Given the brand's strong popularity and high familiarity, our primary objective for this new product launch was to educate existing consumers while also attracting a new audience in this adjacent category. Our strategy needed to engage customers at every stage of their journey, across all channels.

MEDIA

Our media strategy employed a full-funnel, omnichannel approach—leveraging onsite, offsite, and in-store tactics to drive both awareness and education. The campaign featured a variety of media activations across the shopper journey, including audience targeting, digital flyers, eblasts, and paid social. In-store placements were strategically used to capture the attention of shoppers as they browsed the aisles. Additionally, a Bronze Brand Page served as an educational touchpoint, highlighting the new product’s attributes and benefits to online shoppers.

AUDIENCE

The paper brand leveraged Walmart’s first party data to target the ‘New Parents’ audience. This segment was developed with search and purchase data to identify parents who have recently had a child or are expecting and excludes anyone who does not fall within that category.

CREATIVE

We used Audience Targeting to run 6 different sets of banner ads which resonated with new parents and parents-to-be.

All media clicked through to a Bronze Brand page, built by our creative team, where our shoppers could learn more about the product and ultimately purchase.

Results

Scale

Overall campaign Impressions

Engagement

CTR for Digital Flyer*

*Index of 193 over benchmark

Consideration

Overall Campaign CTR

Key Takeaways

Speak Directly to Your Audience
Use data to understand who your consumer is and to reach them at the right time and place. Walmart’s first-party data is a powerful tool for defining and targeting your audience online.

Tailor Your Approach by Platform
A full-funnel strategy allows you to reach consumers at every stage of the shopping journey—from awareness to education to conversion. Online, we focused on education using a Brand Page, which offered the space and flexibility to communicate key product benefits. In-store, we aimed to capture attention at the shelf by activating a blade in the aisle during the product launch.

Leverage Familiarity to Capture Attention
Incorporating familiar brand elements or visuals helps draw shoppers’ attention and builds instant trust. Familiarity enhances recognition, making consumers more likely to engage with and consider the new product.

Disclaimer: The results of individual campaigns may vary depending on factors such as the specific product or category being promoted, the level of competition within that category, and the timing of the campaign in relation to seasonal trends.

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