National Nutritional Supplement Retailer Drives $3M+ in Online and In-Store Revenue from CTV Campaign

A leading nutritional supplement retailer partnered with Strategus on a threemonth CTV campaign to re-engage lapsed customers and attract new ones. The campaign targeted consumers within a set radius around 647 store locations, using a layered targeting strategy to reach the right audiences. A full-funnel approach was applied, where connected TV (CTV) ads served as the initial touchpoint, followed by retargeting across CTV, online video (OLV), display, and audio to increase engagement and drive lower-funnel conversions.

To measure success, campaign measurement involved tracking seven of Strategus’ proprietary attribution offerings, including online purchases and revenue, foot traffic into store locations, and brand lift. Across all attribution tracking, the 3-month campaign delivered an estimated $3,405,845 in revenue.

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Objective

• Re-Engage Lapsed Customers
• Conquest Competitor Shoppers Drive
• Revenue Online and In-Store
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Strategy

The layered targeting strategy included third-party data to reach in-market shoppers for protein and sports supplements, including energy drink consumers, hydration product buyers, and wellness-focused audiences. Additionally, first-party CRM data was used to re-engage lapsed customers, and location-based retargeting identified and targeted shoppers who had previously visited competitor stores.

With universal and revenue pixels in place, the campaign tracked 22,178 online purchases, averaging $92 per order, generating $2,046,216 in online revenue. Foot Traffic Attribution recorded 38,891 in-store visits, and based on the retailer’s sales data, these visits led to an estimated $1,359,629 in additional revenue.

Search & Social Impact Attribution measured the influence of CTV exposure, revealing 508 additional conversions from users who first saw a Strategus CTV ad before converting through search or social. A brand lift study also showed a 3% increase in brand awareness, 2% growth in brand consideration, and a 1.8% improvement in brand favorability, surpassing industry benchmarks. These strong campaign results led to a renewed partnership between Strategus and the client.