Farallon Brands had been selling baby products on Walmart Marketplace but felt their performance had plateaued. Their listings weren't converting at the rate the product quality deserved, their ad spend was generating inconsistent returns, and their listing quality score sat at 81% — below the threshold where Walmart's algorithm gives meaningful organic priority.

The overhaul began with the listings themselves. Product titles, bullet points, descriptions, and image sets were rebuilt to meet Walmart's content standards — moving the listing quality score from 81% to 90%. That single improvement shifted Farallon's catalogue from algorithmically deprioritised to consistently surfaced in organic search.

Advertising was rebuilt around Walmart Connect's performance campaigns. Budget allocation was restructured to prioritise high-converting categories within the baby products range. ROAS climbed from below $2 to consistently above $4 — meaning every dollar of ad spend was generating more than four dollars in revenue.

The combined effect was measured and documented by Walmart as an official case study. Over a six-month period, Farallon Brands achieved a 50% increase in total GMV — driven not by increased ad spend, but by more efficient spend and better organic placement. The case study is cited by Walmart as evidence of what's achievable on the platform with properly optimised listings and advertising.