Health Preventative Company Reaches New Brand Awareness Milestone

A new health and wellness company focuses on programmatic, search, and social and achieves a 40% brand lift and 224% increase in website traffic among the health-conscious consumer.

Story and Challenge

Providing premium all-in-one vitamins for adults and kids, this California-based preventative health and wellness company needed an experienced digital media partner to help them navigate and develop an impactful advertising strategy and campaign to drive their brand launch. The wellness industry faces a double-edged sword: its products have never been more popular, but it is a highly competitive and oversaturated category, making it challenging for new brands to impact market share.

Goal

• Drive maximum awareness across the health-conscious, on-the-go women and mom audience.
• In addition to brand equity metrics, focus on business-moving metrics—return on ad spend (ROAS)
• Lean into the flexibility of digital and test various creative messaging and formats.

Solution

To meet these needs, the brand teamed up with Basis Technologies to leverage their award-winning Media Strategy and Activations team to design and implement a massive two-phased effort to maximize awareness and sales across the audience segments in select markets.

Approach

• Leverage Category Development Index (CDI) and Brand Development Index (BDI) analysis
  to identify target markets best positioned for sales growth.
• Two-phase activation that included a pure awareness launch followed by a full-funnel mix of upper-funnel awareness tactics, and mid-and lower-funnel tactics to close the loop—all driving to their eCommerce site and Amazon.
• Ensure Nielsen brand study captures sentiment and sales lift throughout the journey.
• Create a long-term, strategic audience segmentation framework to drive repeat purchases, additional product consideration, look-a-like expansion of existing audience, and additional consumer profiling.

Results

• 40% brand lift
• $2.00 ROAS
• 224% increase in site visits
• 76% video completion rate (VCR) (Goal: 70%)