Good Trouble Pets Case Study
Good Trouble Pets needed to grow but had reached market saturation on existing marketplaces like Amazon. They knew that Walmart was a viable option, but had no experience with their marketplace.
They came to Acadia with a simple but big ask, “Can we launch our antler product on Walmart and become profitable at the same time?”
The answer was yes, but it would require a bespoke strategy specifically for Walmart. We had to create an account from scratch, launch a store, and create Walmart-specific content.
When we looked at Good Trouble Pets competitors on Walmart we saw they were not creating Walmart-focused content.
This was our competitive advantage as a new-to-market brand. If we could generate Walmart-first content it would vault us up the organic product rankings.
Unlike Amazon and other retail marketplaces, Walmart’s product ranking algorithm changes in late 2023 to prioritize content. We couldn’t copy and paste existing Amazon content, it had to be fresh.
We first created 10 product listings from scratch. The initial focus was on getting 30 reviews per product within a month through a heavier investment.
After obtaining reviews, the team optimized the listings with Walmart-tailored content, including short and long bullet points and descriptions.
This approach helped gain organic rank as competitors lacked a strategic approach.
The ace up our content sleeve was feature sets and sponsored brand videos. Common practice for competitors on other RMNs, but not so much on Walmart.
To bring it all together we created a dynamic brand storefront that housed all of our products, featured sets, and brand identifiers.
The storefront was another way to distinguish Good Trouble Pets from its competitors.
Within 9 months of initial account setup and launch Good Trouble Pets went from not ranking in the top 100 brands in the category to being #2 for share of sales.
They are also #1 in the category for sponsored share of sales.
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