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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

Website article titled 'How to Sleep Better' with image of woman sleeping on white bed.

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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