Company Overview

Fellowes Mobile is a leading provider of mobile accessories, serving shoppers across Walmart’s digital ecosystem. With tax season representing a high-intent retail moment for mobile and tech accessories, Fellowes Mobile saw an opportunity to capture incremental demand—if it could convert increased shopper attention into measurable sales growth.

Challenges

As tax season approached, Fellowes Mobile faced a familiar but complex challenge:

  • High seasonal traffic, but intense competition for shopper attention
  • Over-reliance on lower-funnel Sponsored Search to drive performance
  • Limited reach beyond customers already actively searching

To fully capitalize on tax season demand, Fellowes needed to move beyond a search-only approach and adopt a full-funnel strategy that could drive awareness, discovery, and conversion across Walmart’s omnichannel environment—without sacrificing efficiency.

Primary Solution

Fellowes Mobile partnered with Teikametrics, a Premium+ Tech Partner in the Walmart Connect Partner Network, to launch an integrated advertising strategy spanning Sponsored Products and Onsite Display.

The goal:
Increase impressions, sales, and return on ad spend (ROAS) during tax season while maintaining tight control over efficiency.

Together, the teams designed a coordinated approach that connected upper-funnel visibility with lower-funnel conversion—ensuring shoppers could be influenced at every stage of the journey.

Strategy & Execution

Teikametrics and Fellowes executed a full-funnel, seasonally phased strategy designed to align with shifting shopper behavior throughout tax season.

Sponsored Products

  • Captured high-intent shoppers actively searching for mobile accessories
  • Optimized weekly by scaling top-performing keywords, excluding underperformers, and grouping product variants to improve efficiency

Onsite Display

  • Expanded reach beyond search results to drive awareness and discovery
  • Used contextual and keyword targeting tied to historically strong categories and search terms
  • Focused on placements across Walmart’s digital properties to influence shoppers earlier in the journey

Seasonal Optimization Approach

  • Early February (Awareness Build):
    Increased budgets and bids, introduced high-performing keywords from the previous 60 days, and applied bid multipliers to accelerate visibility.
  • Mid-February to Mid-March (Peak Demand):
    Shifted investment toward securing premium placements with higher budgets, increased bids, and additional boosts for high-impression keywords.
  • Late March to Early April (Efficiency Focus):
    Scaled back budgets and bids, paused low-ROAS keywords, and concentrated spend on conversion-driving tactics as demand tapered off.

This phased execution allowed Fellowes Mobile to stay aggressive during peak demand while protecting profitability as the season closed.

Results

Compared year over year (Feb. 1–April 7, 2025 vs. Feb. 1–April 7, 2024), the campaign delivered standout performance:

  • +55% increase in impressions
  • +118% increase in sales
  • +50% increase in ROAS

Source: Teikametrics data. No endorsement of third-party data sources.

Impact

By moving beyond a search-only mindset and embracing a full-funnel strategy across Sponsored Products and Onsite Display, Fellowes Mobile successfully converted seasonal attention into sustained revenue growth.

This case demonstrates how brands can unlock incremental sales during high-competition retail moments by pairing strategic planning with disciplined, data-driven optimization—proving that full-funnel execution is no longer optional for marketplace growth.