15% increase in average sales per household
Blis + hunterblu: How Carrier-Grade App Data Turned CTV Engagement Into Retail Sales Lift for Trace Minerals
For wellness brands, reaching health-conscious consumers isn't the hard part. Reaching the right consumers and proving advertising drives retail sales is.
- 15% increase in average sales per household
- 15.4% increase in household penetration
- 23% increase in average sales for Trace Mineral Drops
- $3.37 ROAS
The challenge
Trace Minerals partnered with Blis and hunterblu to build an omnichannel campaign designed to do both. Rather than relying on broad demographic audiences, the campaign used T-Mobile carrier insights and real-world behavioral intelligence to identify consumers actively demonstrating wellness-related behaviors.
Activated across Connected TV, online video, rich media, and audio, the campaign connected media exposure directly to retail outcomes, showing how behavior-based audience strategies can drive measurable sales while maintaining a privacy-first approach.
The solution
Blis and hunterblu built the campaign around a behavior-first omnichannel strategy that prioritized real consumer actions over demographic assumptions.
Using T-Mobile carrier insights alongside transaction, location, and demographic intelligence, the team identified high-value wellness audiences based on how people actually lived, shopped, and engaged with health products. These audiences were activated consistently across Connected TV, online video, display, and audio, creating a unified brand experience throughout the consumer journey.
Educational creative highlighted the benefits of mineral supplementation for different wellness audiences, while Blis’ ID-agnostic approach maintained reach and frequency across every channel. Closed-loop measurement then connected media exposure directly to retail sales, giving Trace Minerals a clear view of advertising’s impact on business outcomes.
The results
The campaign proved that omnichannel advertising could deliver measurable retail growth – not just media engagement.
Among exposed households:
- 15% increase in average sales per household, outperforming benchmark norms by 2.4x
- 15.4% increase in household penetration, delivering 4.3x category norms through new buyer acquisition
- 23% increase in average sales for Trace Mineral Drops, alongside a 23.8% increase in household penetration
- $3.37 ROAS, representing a 32% efficiency advantage over comparable video and audio investments
The media campaign also exceeded quality benchmarks across every channel, including 99% CTV completion, 79% online video completion, 95% audio listen-through, and a 0.52% display CTR, demonstrating that high consumer attention translated into meaningful retail outcomes.
Learn more about geo-powered omnichannel advertising
Use carrier data and real-world movement insights to reach people in the moments that matter, across every channel.
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