The problem:
Rhino USA is an American-owned, family-operated powersports brand known for rugged adventure gear backed by a lifetime warranty. Behind the scenes, the company has engineered something most brands haven’t: a sophisticated product taxonomy that treats every ASIN according to its lifecycle stage.
Rhino's marketing team segments products by performance and maturity, then layers in seasonal dynamics. Winter products like recovery gear get pushed hard during cold months, while summer items in boating and camping ramp up as weather warms. But doing this manually across 500+ SKUs would eat hundreds of hours.
Each product tier demands its own ad strategy:
Mature products: High-performing veterans, where bidding should be conservative and focused on maintenance
Sell-through products: Reliable products that consistently sell and only need occasional nudges
Growth-potential products: Newer products where more aggressive bidding and harvesting might be required
New products: Very aggressive bidding and harvesting strategy to boost visibility
The problem was, Rhino USA needed a software partner that could segment all of the data coming in from Amazon and Walmart according to the pre-configured groups.
The solution:
The labeling feature in the Intentwise Ad Optimizer allowed Rhino to tag all of its ASINs according to these custom groups.
Our platform is designed to work seamlessly with a brand’s internal taxonomic system, so that the dashboards in our platform mirror how brands already talk about their products.
After tagging Rhino products with Intentwise’s labels, Aleksandra Zivadinovic, the PPC manager at Rhino USA, then crafted distinct bidding and search term harvesting strategies for these custom groups.
“We were immediately sold on the labels and the ease of making automated rules based on those labels,” Zivadinovic said.
Once these campaigns were humming along, Zivadinovic leveraged other parts of the platform to improve performance, too.
In Intentwise Explore, our AMC solution, she studied the ASIN Purchase Overlap Upsell dashboard to identify products most frequently purchased together. “What the report helps us see is which products go with which products,” Zivadinovic said.
From there, Zivadinovic turned these products into new virtual bundles—driving more upsells and increasing visibility on different products.
With Intentwise, Rhino USA also reduced its friction advertising on Walmart Connect. Our platform gave the brand insights it couldn’t find in the Walmart Ad Console, such as spend and performance segmentation by keyword and by product.
