How Flywheel helped Philips Sonicare turn holiday discovery into demand on Walmart

The opportunity: Introduce new innovation with a differentiated retail story 

Philips Sonicare launched its Series 6000 and 6400 electric toothbrushes exclusively at Walmart as part of a broader strategy to differentiate the retailer and introduce new innovation to shoppers.  

During the holiday season, the campaign needed to build awareness for the products, generate shopper demand, and convert that interest into sales. Flywheel connected full-funnel media, Walmart-specific creative, and in-store merchandising to carry the exclusive launch from discovery through purchase, online and in-store. 

The approach: Connect product discovery with holiday shopping moments 

Flywheel connected full-funnel media, retailer-specific creative, and in-store merchandising to deliver a cohesive shopper experience. Each touchpoint played a distinct role in building awareness, inspiring discovery, and driving conversion, while reinforcing Walmart's exclusive product offering.  

• CTV: Introduced the new electric toothbrushes to streaming audiences through video. 

• Pinterest: Inspired discovery with lifestyle creative that positioned the electric toothbrushes as premium holiday gifts. 

• Walmart DSP: Reinforced consideration by highlighting product benefits, including pressure sensor technology, and re-engaging shoppers. 

• Walmart.com: Captured high-intent shoppers through Homepage Lockout, Branded Keyword Lockout, Category Takeover, and programmatic Onsite Display. 

• In-store endcap: Flywheel designed a dedicated Walmart endcap that extended the campaign's creative strategy into the physical store, reinforcing product innovation and exclusivity at the point of purchase. 

Together, these tactics reinforced Walmart's differentiated launch story, creating a connected shopper experience that helped Philips build awareness, generate demand, and drive conversion throughout the holiday campaign.

The results: Media performance across discovery and conversion 

During the September–December 2025 campaign period, the campaign delivered: 

• 80% of CTV buyers were new to brand¹ 

• 11.7 million Pinterest engagements² 

• $8.52 ROAS from Homepage Lockout and Branded Keyword Lockout³ 

• $7.25 ROAS from Onsite Display⁴ 

The campaign results reflect performance across the media placements, from CTV’s new-to-brand reach to ROAS from Walmart.com placements. 

Why it matters: Connecting a retailer opportunity with brand demand 

A new product launch can create value for both a brand and its retail partner. Launching at Walmart first gave Philips a way to introduce its new Sonicare electric toothbrush to a highly targeted shopper audience, while giving Walmart a differentiated product for the holiday season. Flywheel helped connect those goals through a digital strategy and creative campaign designed to build awareness, consideration, and conversion. 

Following the Walmart launch, Philips expanded distribution to additional retailers. The campaign’s results helped provide a proof point for the broader sell-in story, alongside the product innovation, shopper demand, and wider support plan. 

Sources: ¹ Walmart first-party data, Sept. 21–Dec. 31, 2025. ² Walmart first-party data, Oct. 1–Dec. 31, 2025. ³ Walmart first-party data, Sept. 29–Dec. 31, 2025. ⁴ Walmart first-party data, Sept. 22–Dec. 31, 2025. Past results do not guarantee future performance.