Overview

This company is a leading North American brand in the health and wellness category, specializing in large-volume saline nasal irrigation devices. With a strong focus on quality, safety, and effectiveness, the brand delivers products that are easy to use, accessible, and affordable. Its customer-first approach includes satisfaction guarantees and ongoing support for medical research at major university medical centers.

Primary Challenge

The brand had already made significant investments in upper-funnel awareness tactics, including streaming video and in-market audience strategies, which successfully increased visibility and brand recognition. The next phase of growth presented a more nuanced challenge:

  • Expand new-to-brand (NTB) customer acquisition beyond existing efforts
  • Drive stronger shopper engagement signals earlier in the funnel
  • Identify a tactic that not only increased reach but also moved audiences closer to conversion

In short, the brand needed an effective mid-funnel strategy to bridge the gap between awareness and purchase intent.

Teikametrics helped us take our awareness-driven DSP strategy further by introducing Prime Video Ads. The results showed real engagement lifts and proved the importance of testing mid-funnel tactics to capture new-to-brand customers.
Leading Health & Wellness Consumer Brand

Primary Solution

A test campaign was designed to introduce a premium streaming video ad format as a complement to existing programmatic prospecting and retargeting efforts. The initiative followed a structured, measurement-driven approach:

Performance Benchmarking: Results from the streaming video format were directly compared against other DSP tactics across key KPIs, including NTB rate, click-through rate (CTR), add-to-cart (ATC) rate, and detail page view rate (DPVR)

Defined Test Window: A 30-day testing period was established, using existing DSP performance as a baseline

Launched Streaming Video Ads: The new format was activated alongside current DSP tactics

Advanced Measurement & Optimization: Engagement and NTB performance were tracked across exposure paths using advanced analytics and cloud-based measurement capabilities

Primary Results

The test delivered strong results, validating the streaming video format as an effective mid-funnel driver of engagement and intent:

  • 9.4% of all NTB purchases were attributed to the streaming video campaign
  • +10.4% NTB rate compared to other DSP tactics
  • 2× higher CTR than the DSP account average
  • +57% higher ATC rate versus other DSP tactics
  • +10% higher DPVR compared to the account average

These outcomes demonstrated that streaming video ads were a powerful complement to an awareness-heavy DSP strategy, driving stronger new-to-brand acquisition and meaningful engagement earlier in the shopper journey.