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Nestlé Purina – Beefing up their Walmart partnership
Background
In 2019, Nestlé Purina Petcare wanted to optimize its marketing investment and establish a collaborative partnership with Walmart Media Group.
Goals
- Improve media efficiency
- Increase sales
- Strengthen Walmart partnership
Solution
Consultative partnership with regular connections to plan integrated solutions, maximize budget, align on media-driven sales goals, and ensure flawlessly executed Always On campaigns
Big Wins
Purina’s investment yielded strong incremental sales and Return On Ad Spend. This resulted in a +14% share-of-voice increase.
Strategy
Walmart and Purina teams met monthly at the Walmart Home Office in Arkansas or the Purina Home Office in Missouri to align on plans and tactical execution, including campaign launches and in-flight optimization, inventory availability, and customized shelf and browse pages.
Multiple Teams with Unified Goals
- Timing
- July - November 2019
- Walmart Media Group
- eCommerce Pets category team
- Walmart Stores Pets category team
- Pets buyer team
- Division merchandise managers
- Supply chain
- Analytics
- Purina
- Shopper marketing
- eCommerce
Outcome
A media investment maximized to deliver an effective Always On strategy, with 27 Display and 58 Sponsored Products campaigns.
Takeaways
Establish a cross-functional relationship with Walmart to build successful, highly cost-effective campaigns.
