CASE STUDY Copy

Where

financial well-being

and

overall well-being align

How audience understanding can create new content, context, and connection

Case Study

Why Context Matters

This case study from mindbodygreen demonstrates that context is indeed an important factor in building brands…but that sometimes it can work in a surprising way. Intuitively we understand that if you are exposed to an ad in a relevant environment, you’re more likely to engage with it—and the point has been proven in various industry studies. For instance, neuroscience-based research proved that engagement (personal relevance) is 50% higher on premium sites than during general free browsing and 29% higher than on social media. It makes even greater sense if this contextual relevance takes place in a specialist publishing environment. (If you visit a sports website, you are likely to be open to advertising from sports brands. If you visit a motoring website, you are more likely to be open to ads from car brands.)

INTRODUCING MINDBODYGREEN

MINDBODYGREEN’S COMMERCIAL STRATEGY

SUPPORTING STRATEGY WITH DATA

mindbodygreen is a lifestyle publisher, focused on lifestyle and self-improvement, with its content covering themes such as health, food, beauty, relationships, and home. mindbodygreen’s audience is 10 million uniques per month (with another 5.5M across its social handles), with a diverse, affluent, and discerning community looking to them for both content and CPG products (including supplements and personal care).

Traditionally, mindbodygreen’s commercial strategy has largely focused on attracting advertisers from the same broad lifestyle categories that the site’s content covers. This might typically include Beauty, Fashion & Apparel, Supplements, Food & Beverage, Home Goods, and Retail. Advertisers in these lifestyle categories value the importance of advertising in mindbodygreen’s contextually relevant content along with their credibility in the space.

For these advertisers, it makes sense to advertise in mindbodygreen’s environment, but many also want to see tangible evidence to prove the positive impact on their brands. mindbodygreen has partnered with Brand Metrics to support advertisers with independent brand lift data to confirm the effect of their campaigns. Brand Metrics is a global brand lift company that works with premium publishers to help them prove the effect of their environment on advertisers, measuring four key metrics across every campaign – awareness, consideration, preference, and action intent. Brand Metrics’ technology has allowed mindbodygreen to measure much smaller campaigns, and compare results against a 20,000 strong campaign database, benchmarking their advertiser’s results against 122 different industry categories.

MINDBODYGREEN CAMPAIGN CASE STUDIES

Activewear fashion brand

Healthfood retailer brand

Online counselling brand

Ethical beauty brand

summary of results

Above are four very different brands, who all saw a very similar pattern in the impact of their campaigns, with total brand lift ranging between +11.5% and +13.3%. These brands also all saw strong lifts in brand awareness, which were well above the relevant Brand Metrics’ category benchmarks, suggesting that mindbodygreen offers a great context for lifestyle brands to grow their presence.

We design campaigns with partner KPIs in mind, creating educational experiences that reach consumers across the platform and move them down the funnel. With Brand Metrics we've been able to effectively measure campaigns of all sizes with high levels of confidence, allowing us to prove we are moving people down the funnel, making creative suggestions, and ultimately driving growth in our partnerships

- mindbodygreen’s Chief Sales Officer

Peter Trombino

MINDBODYGREEN’S

So far, the narrative makes logical sense – lifestyle brands achieving above average levels of brand lift on a lifestyle-focused publisher which offers a directly relevant context. But then something unusual happened. The mindbodygreen team developed a “Wellth” strategy for talking to advertisers that you may not normally expect to see appearing on a lifestyle publishing site. In other words, products that the mindbodygreen audience may need in their lives, but would not expect to see advertised on the site. This strategy has produced some very positive results.

Case Study

FACET WEALTH

Facet typically advertises their brand in finance-focused media environments, but liked mindbodygreen’s Wellth approach. Facet's COO, Shruti Joshi said:

"For the Facet team, knowing that mindbodygreen shared our belief that there’s no wellness without financial wellness made them a perfect partner. Our campaign kicked off in June 2022 and we were delighted to take part in mindbodygreen's new initiative, ‘Wellth Check’ - which aimed to provide mbg audiences the financial wellness resource they had been seeking. The overarching goal of the partnership was to inspire mbg readers to elevate their financial wellness with Facet's expertise as well as drive interest and action to learn more about Facet's unique offering. "

Strategy

Over a six-week period, we brought this campaign to life:

Standard Article

Case TWO

Healthfood Retailer Brand

3-week campaign delivered a total brand lift of +11.7%

Within this, the campaign delivered an awareness lift of +6.3%

This awareness lift was 128% higher than Brand Metrics’ “Pharmacy, Medicine & Supplements” benchmark.

Case ONE

Activewear Fashion Brand

5-week campaign delivered a total brand lift of +11.5%

Within this, the campaign delivered an awareness lift of +5.3%

This awareness lift was 110% higher than Brand Metrics’ “Clothing Brands” benchmark.

Case Three

Online Counseling Brand

5-week campaign delivered a total brand lift of +13%

Within this, the campaign delivered an awareness lift of +5.8%

This awareness lift was 83% higher than Brand Metrics’ “Healthcare Services” benchmark.

Case FOUR

Ethical Beauty Brand

12-week campaign delivered a total brand lift of +13.3%

Within this, the campaign delivered an awareness lift of +4.2%

This awareness lift was 61% higher than Brand Metrics’ “Makeup & Cosmetics” benchmark.

"The result was an immersive, content-driven experience that included custom articles, social media, newsletters and targeted display designed to propel action. The campaign saw incredible engagement and delivered 8.8M impressions and 9.6K clicks. In terms of brand uplift, Facet was thrilled with the total absolute lift of 21.5% across all 4 key metrics: Awareness, Consideration, Preference, and Action Intent (+6x the benchmark)."

LOOKING AHEAD

The brand lift results from Facet, as well as campaigns from other categories as diverse as consumer electronics, furniture, and cars, have demonstrated the possibilities of mindbodygreen’s Wellth strategy. Whilst a directly relevant media context makes a lot of sense for lifestyle-focused advertisers, it can also represent a great opportunity for less likely brands too. It provides them with a context where they can address mindbodygreen’s engaged audience with unexpected advertising messages that have an opportunity to cut through in a less competitive space.

“We know our community is dynamic, well-rounded, and at different points on their well-being journeys – it’s important we always respect that and bring them a diverse range of brands and products that guide them towards lives of greater purpose, connection, and joy.”

And for mindbodygreen’s commercial team, it opens up additional opportunities to bring brands and categories into their platform that speak to the many wants and needs of its audience outside of the endemic. mindbodygreen’s Chief Sales Officer, Peter Trombino added:

The result was an immersive, content-driven experience that included custom articles, social media, newsletters, and targeted display designed to propel action. The campaign saw incredible engagement and delivered 8.8M impressions and 9.6K clicks. In terms of brand uplift, Facet was thrilled with the total absolute lift of 21.5% across all 4 key metrics: Awareness, Consideration, Preference, and Action Intent (+6x the benchmark).

- COO of Facet

Shruti Joshi

summary of results

All four metrics considerably outperformed Brand Metrics’ category benchmark levels.

The campaign achieved a total brand lift of

+21.5%

As with the lifestyle brands, Facet saw a strong growth in awareness of

+6.5%

This awareness lift was higher than Brand Metrics’ “Investments & Private Banking” benchmark.

83%

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Strong impact on down funnel metrics too: Consideration raising by +6.3%, Preference rising by +4.6% and Action Intent rising by +4.1%

Case one

Activewear Fashion brand