Wilton Seasonal Products Campaign Case Study

This case study details a marketing campaign executed by Wilton, a cake decorating and baking company, aimed at increasing awareness and sales of their seasonal products during the Easter holiday season. The campaign utilized Sponsored Videos in conjunction with existing Sponsored Products and Sponsored Brands campaigns, in collaboration with Teikametrics, an API partner within the Walmart Connect Partner Network. The primary goals included boosting visibility and driving conversions among Walmart customers. The campaign, which ran from March 23 to May 3, 2023, resulted in significant year-over-year increases in clicks, units sold, return on ad spend, and ad sales. The case study outlines the importance of incorporating Sponsored Videos into a full-funnel media strategy, as they play a critical role in educating customers about product features and benefits. Additionally, it highlights the advantages of leveraging API partners to enhance campaign efficiency and performance through automation and optimization.