Context
Primo Brands, a leading bottled water company, set out to increase sales of its Splash Refresher brand at Walmart—an ambitious goal in the competitive bottled water category. The challenge was twofold: break through during the holiday season when bottled water sales typically dip and capture new Walmart shoppers to expand market share.
Consumer Packaged Goods (CPG) brands have relied on retail media for years, recognizing its effectiveness in engaging shoppers within this ecosystem. However, as the digital advertising landscape evolves, CPG brands and agencies are actively seeking new avenues to diversify their strategies and media channels to reach untapped audiences, driving customer acquisition and expanding their market presence.
To take its retail media investments to the next level, Primo Brands turned to Ogury—its trusted partner for over four years—and omnichannel digital advertising platform Choozle. By integrating Walmart’s first-party purchase audiences with Ogury’s premium, brand-safe inventory, the campaign unlocked new high-intent audiences while maximizing eligibility for Walmart media investment.
Campaign
The campaign was designed to showcase the incremental value of layering Ogury’s premium supply with Walmart’s first-party data. This approach expanded reach, improved targeting efficiency, and delivered stronger performance–ultimately driving new shoppers and immediate retail purchase at scale.
Running from November 25th to December 31st, 2024, the campaign was activated seamlessly through Walmart’s DSP using the full suite of the retailer’s audiences—including existing Splash Refresher buyers, competitor conquests, predicted buyers, and new buyers. This investment counted towards the brand’s annual commitment with Walmart, delivering both strategic alignment and measurable results.
To maximize visibility and engagement, Ogury deployed its custom Slideshow creative, bringing Splash’s message to life for interested shoppers. This engaging creative encouraged interaction, with a clear call-to-action that allowed shoppers to easily click “Add to Cart”, driving immediate purchase intent.
Results
Ogury’s high-quality inventory delivered significant retail sales, demonstrating the value of combining Walmart's first-party data with premium supply.
This campaign drove strong performance across key metrics*, with:
- Over 7X ROAS, surpassing the initial 2X ROAS goal by more than threefold.
- Over 20% of sales driven by the campaign were from new-to-brand customers.
- A 4x engagement rate compared to the industry average.
- Over 7 million impressions, with more than 90% of them reaching non-buyers or new buyers.
*All sales and media metrics are based on Walmart’s reporting, with sales reads derived from Walmart POS data.
These results highlight Ogury’s ability to complement and amplify Retail Media Networks’ strategies, helping CPG brands maximize their retail media spend while driving measurable sales impact. By integrating Walmart’s first-party data with Ogury’s premium inventory, the campaign demonstrated how these brands can optimize new buyer acquisition and boost retail conversion rates.
"Our campaign with Ogury delivered on what matters most—driving value for both our Splash Refresher brand and Walmart by reaching new buyers across previously untapped platforms.
By activating first-party Walmart data across Ogury’s premium, brand-safe inventory, we drove incremental sales and expanded our customer base—a major win for a growing brand.
The results speak for themselves and reinforce Ogury’s role as a powerful extension of our Retail Media Network strategy."
Brittany Nobles, Omni Commerce Marketing Manager
Primo Brands
