Driving +10% Market Share During October Holiday Deals
Client: A jewelry brand selling on Walmart
Objective: Maximize the impact of the October Holiday Deals Event to increase market share in the jewelry category.
Strategy Overview:
To help the brand capitalize on the October Holiday Deals Event and boost its market share, a focused advertising strategy was designed to target high-traffic keywords with a concentrated effort on promoting select priority items that were on sale.
Keyword Analysis and Selection:
Conducted a comprehensive analysis to identify top-performing keywords in the jewelry category based on search rank and volume.
Aligned the selected high-traffic keywords with priority items on deal.
Campaign Structuring:
Created separate, dedicated advertising campaigns with each ad group specifically targeting the identified high-traffic keywords and items.
Removed the selected items from other advertising campaigns to concentrate spend and maximize their visibility and performance during the sale.
Focus on Sales Concentration and Market Share Growth:
The primary aim was to drive sales for the deal items, leveraging their promotional prices to capture a larger share of the market.
Ensured that ad spend was optimized for the high-traffic keywords, thereby maximizing both paid visibility and potential for organic ranking improvements.
Results:
The strategic approach delivered significant gains across multiple key performance indicators, positioning the brand as the category leader:
9.6% Growth in Share of Shelf: The brand expanded its shelf presence, ensuring more prominent visibility across Walmart during the sale period.
6.8% Increase in Organic Share of Voice: The improved alignment between high-traffic keywords and promoted items contributed to higher organic rankings, leading to a greater share of voice in non-paid search results.
15.9% Increase in Paid Share of Voice: Concentrating advertising efforts on the most valuable keywords boosted the brand’s paid visibility, making it the top-performing brand in the jewelry category during the event.
As a result of these efforts, the jewelry brand achieved the #1 spot for jewelry share of voice on Walmart.com by the end of the sale, effectively outpacing competitors and capturing a significant market share boost.
Conclusion:
This case demonstrates the power of a focused, data-driven advertising strategy to capitalize on a key sales event. By concentrating ad spend on high-traffic keywords and prioritizing items on deals, the jewelry brand not only achieved short-term gains in visibility and sales, but also set the stage for sustained market leadership in the jewelry category throughout Q4.
