GumGum Increases Awareness & Drives ROAS for Vitafusion

In-Screen, GumGum Standard
The GumGum Team on retreat in Ojai


Vitafusion tapped GumGum to help build share of gummy leadership while expanding into new segments and driving positive awareness of the brand.

Illustration of GumGum x JW Player Methodology

Methodology & Strategy

GumGum utilized a multi-prong targeting approach inclusive of VerityTM that was customized based on the creative as each creative focused on a unique product line under the Vitafusion umbrella. GumGum recommended running a mix of In-Screen and GumGum Standard placements targeted towards contextually relevant content such as vitamins, skincare, immune health across premium sites under Lifestyle, Health & Wellness and Beauty verticals.

Performance & Results

According to Catalina Results GumGum Drove Above Average Sales Lift for Vitafusion

Sales Lift
2.2x higher than Catalina’s benchmark
for health & beauty
Incremental ROAS
2.5x higher than Catalina’s benchmark
for health & beauty
of users who purchased the
product were new buyers
Viewability Rate
1.8x times higher than the industry benchmark of  0.12%


Overall this campaign was one of the best performing campaigns to date with such an increase in sales lift, while also attracting new customers.  With GumGum’s multi-prong targeting approach, Vitafusion was able to take market share from key competitors, which was a core objective for this campaign.

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