Objective

One of Victory Management Group’s media buyers were hired by Walmart’s generic brand, Equate, to execute a digital advertising campaign for their OTC Cold and Flu and Allergy products. The goal of the campaign was to increase store sales in the Houston and Tampa markets.

Solution

The campaign consisted of digital running during key pulse periods as they aligned with the seasons. The campaign not only resulting in an increase in store sales, but also a 2% increase in brand lift and favorable purchase intent. The brand lift study was monitored through a partnership with Nielsen. As a result, the campaign expanded into other products on a national basis where we experienced a 9.6% lift in favorable purchase intent.