Case Study: Promoting Vitamins with Chicory

Converting New & Lapsed Customers for Vitamin Brand

A popular multivitamin worked with Chicory to align themselves with nutritious recipes browsed by primary shoppers who care about their well-being.

1.7M

Heads of Households Reached

33.4%

of Shoppers were New and Lapsed

25%

Higher Engagement than Chicory Benchmark

Challenge

A popular multivitamin brand looked to reach a health-aware audience as they meal planned their nourishing dishes for the week.

Strategy

Chicory used its contextual targeting strategies to align the men's and women’s vitamin brands with recipes that reflected the eating habits of shoppers interested in self-care. Media promoting the multivitamins targeted all health-oriented meals like salads, buddha bowls, energy bites and diets and lifestyles like Paleo, Keto and Whole30.

Upon clicking, shoppers were taken to the promoted retailer’s website, where shoppers could learn more about the products or make a purchase,

The campaign also included a sales attribution study,measuring the impact Chicory’s media had on sales at the retailer.

Results

Results showed that Chicory’s media successfully reached existing shoppers of the brand and tapped into converting new and return lapsed shoppers, who made up a quarter of total purchasing households. These households were not new/lapsed to the brand overall, but new/lapsed to the products Chicory’s media was promoting. Such interest from new and lapsed shoppers showed that Chicory’s contextual media piqued the interest of heads of households planning their shop.