CASE STUDY

mindbodygreen - Context, “Wellth” & Brand Lift

Context is one of advertising's oldest assumptions: get an ad in front of the right audience, in the right environment, and it works harder. mindbodygreen, a lifestyle publisher covering health, food, beauty and relationships, wanted to prove that assumption with real data, and partnered with Brand Metrics to give its advertisers independent evidence of the brand lift their campaigns achieved.

Methodology 

Brand Metrics measured campaigns of all sizes on mindbodygreen's site, benchmarking results against a database of more than 20,000 campaigns across 122 industry categories. This let mindbodygreen prove the effect of contextual relevance for its typical lifestyle advertisers, then test whether the same logic held for brands the audience wouldn't expect to see there.

Datapoints & download hook

Typical lifestyle campaigns delivered total brand lift between 11.5% and 13.3%, all comfortably beating their category benchmarks. But the standout result came from financial services brand Facet, whose “Wellth” campaign outside mindbodygreen's usual categories achieved 21.5% brand lift, outperforming every lifestyle campaign and its own benchmark on all four funnel metrics. Download the full report to see how it worked.

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