How Ritual proved its Out-of-Home campaign drove an 85% brand awareness lift
Ritual wanted the ROI of its “Not a Miracle” Out-of-Home buys backed by real science. Subway riders surveyed pre-flight and compared to consumers exposed in-flight showed an 11-point awareness increase — a lift of 85% — and 70% likeability.
- Client
- Ritual
- About Ritual
- A vitamins brand founded on the belief that better health begins with better ingredients, whose “Not a Miracle” campaign argues that commitment is essential to taking care of your health.
- Solution
- OOH validated Brand Lift Methodology, Surveys On The Go®
- Challenge
- Prove the ROI of Ritual’s Out-of-Home spends, and see the results backed by real science.
- Method
- Female 18+ participants surveyed pre-flight and compared to consumers exposed in-flight: subway riders in New York City, plus a two-wave pulse across NYC and LA.
- Result
- Awareness rose 11 points, a lift of 85%, and likeability reached 70% among those exposed to the ad.
Ritual was founded on the belief that better health begins with better ingredients.
Their “Not a Miracle” campaign centers on a core message: when it comes to taking care of your health, commitment is essential.
It’s no surprise then, that Ritual took this approach to their Out-of-Home media buys. The brand wanted to prove the ROI of their OOH spends, and see the results backed by real science. Specifically, acquiring new customers and quantifying the perception of the brand were imperative to the campaign.
Ritual needed to talk with consumers directly. Only one Out-of-Home research provider could meet their request. MFour was chosen for their unique OOH validated Brand Lift Methodology. Leveraging MFour’s award-winning Surveys on the Go® app, participants were surveyed pre-flight, and compared to consumers exposed in-flight. The result? An 85% increase in brand awareness and a 70% likeability tied directly to the OOH campaign.
We saw an 85% lift in brand awareness using Out-of-Home ads; measured by MFour. As a result of these campaign findings, Ritual has since invested in OOH buys in Los Angeles and across New York City.
Female 18+ for both studies
Methodology
Exposed/Unexposed: NYC. N100 Subway Riders Pre and During Campaign (N200).
Broader Market Awareness
Pulse: NYC and LA. N100 per Market/Wave Pre and Post Campaign (N400).
MFour proved the efficacy of the channel in driving key KPIs.
- As a result of the positive findings from Ritual’s New Year’s campaign, the brand has since invested in additional OOH buys in Los Angeles and across New York City to continue to build awareness while testing new messaging.
- The brand has also begun to tap into additional offline channels, including OTT and linear television to complement the awareness and brand-building OOH initiatives.
- Pre-campaign and post-exposure measurement indicated the “Not a Miracle” creative and messaging was extremely effective in growing brand awareness and communicating key messages.
- Post-exposure brand perceptions showed that outdoor was effective in driving these product associations: Transparency, essentiality, helping women live healthier lives in the long-term.
About Ritual
Ritual is a vitamins brand built on better ingredients, and on being transparent about them. Its “Not a Miracle” campaign makes the case that commitment, not a shortcut, is what taking care of your health actually takes.
About MFour
MFour solves the issues of data fraud and commoditization in research using validated consumer data and a groundbreaking end-to-end insights platform. Utilizing the 4.5 star rated iOS & Android Surveys On The Go® app, MFour collects validated consumer behaviors + surveys to gain deep insights into consumer journeys.
Prove the Out-of-Home buy actually moved someone.
MFour’s OOH validated Brand Lift Methodology surveys consumers pre-flight and compares them to consumers exposed in-flight, so awareness and likeability are measured against a real baseline rather than modelled.
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