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Vitafusion partnered with GumGum to enhance brand awareness and drive return on ad spend (ROAS) through targeted contextual advertising.

Sales Lift 2.2x higher than Catalina’s benchmark for health & beauty

61.9%

Incremental ROAS 2.5x higher than Catalina’s benchmark for health & beauty

$6.85

Challenges

Vitafusion aimed to solidify its leadership in the gummy vitamin market, expand into new consumer segments, and enhance positive brand awareness.

Methodology & Strategy

GumGum implemented a multi-pronged targeting strategy, utilizing GumGum Contextual to customize creatives for each product line under the Vitafusion brand.

The campaign featured a mix of In-Screen and GumGum Standard placements, focusing on contextually relevant content across premium sites in the Lifestyle, Health & Wellness, and Beauty verticals.

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Performance & Results

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Finding Vitafusion’s Audience

Leveraged GumGum Contextual to align ads with content related to vitamins, skincare, and immune health, reaching health-conscious consumers in their preferred digital environments.

Audience Engagement

Deployed In-Screen and GumGum Standard ad units to capture user attention within relevant content, maximizing the impact of Vitafusion’s message.

46%

of purchasers were new buyers

88.95%

Viewability Rate

0.22%

CTR, 1.8x higher than the industry benchmark of 0.12%

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