Overview
Leading wellness brand Ritual partnered with Sovrn to boost campaign performance heading into the busy holiday season. Using Commerce Audiences to activate Sovrn’s “Fitness & Nutrition” audience segment, the brand was able to connect with buyers who were receptive to their message and ready to make a purchase — leading to a much higher response rate.
+117%
Higher response rate
54%
More cost effective
Opportunity
To capitalize on the busy holiday shopping season, Ritual wanted to improve the performance of its ad campaigns. By targeting consumers with proven buying intent, they hoped to increase both engagement and cost effectiveness. That said, accomplishing this goal would require more than traditional demographic and interest-based segmentation. Instead, they needed to find shoppers who were demonstrating true purchase behaviors — not just casual browsing.
Solution: Commerce Audiences
By leveraging Commerce Audiences — and specifically the “Fitness & Nutrition” audience segment — Ritual was able to connect with shoppers who were ready to buy products like theirs. Built from Sovrn’s proprietary first-party data, this audience segment consists of consumers who recently clicked on affiliate links for similar wellness products — a clear signal that they’re likely to make a purchase. By focusing on this high-intent audience, Ritual ensured their ads would reach the right buyers at the right time.
Results
Targeting an engaged, purchase-ready fitness & nutrition audience lifted Ritual’s ad campaign performance far beyond those powered by traditional targeting methods.
- +117% higher click-through rate compared to Data Axle’s vitamin shopper segments
- 54% more cost-effective due to more efficient reach and stronger engagement
These results highlight the power of using real-time, first-party commerce data to connect brands with shoppers who are ready to buy — especially during the competitive shopping seasons.
Target buyers — not browsers — with Commerce Audiences
Want to reach shoppers who are truly ready to buy? Learn more or contact commerceaudiences@sovrn.com to get started.