Nutrafol Drives Efficiency with Brand Pulse and Smartly’s AI capabilities
Objective
As Nutrafol scaled its growth efforts, rising frequency and saturation in retargeting and look alike audiences led to overexposure, ad fatigue, and reduced performance. The brand was hitting the same users too often, driving inefficient spend. The goal was to reduce audience saturation and frequency while preserving Cost Per Acquisition efficiency.
Solution
To tackle rising inefficiencies, Nutrafol used Smartly’s AI-powered Platform and Brand Pulse to launch, manage, and continuously monitor campaigns, gaining real-time visibility into key performance metrics like audience saturation and cumulative frequency.
These insights enabled targeted actions that reduced retargeting frequency and saturation while maintaining stable CPA performance and improving overall spend efficiency. A 24% drop in audience saturation meant far fewer users were being served the same ad multiple times, reducing fatigue and freeing up budget to reach new audiences.
“With Smartly’s Brand Pulse and AI-powered capabilities, we gained real-time visibility into frequency and audience saturation enabling us to reduce ad fatigue, cut retargeting waste, and scale with precision. We lowered retargeting frequency by 28% and decreased saturation by 24%, unlocking more efficient spend and reach.”
Nutrafol Drives Efficiency with Brand Pulse and Smartly’s AI capabilities
Nutrafol, a wellness brand founded in 2015, offers hair growth supplements for men and women that target the root causes of thinning hair through a holistic, science-backed approach. In 2022, Unilever acquired a majority stake in Nutrafol and integrated it into its Health & Wellbeing division.
With formulas tailored to different life stages including Women's Balance and a vegan option, Nutrafol combines clinically tested ingredients with research in genetics, biotechnology, and anti-aging.
Objective
As Nutrafol scaled its growth efforts, rising frequency and saturation in retargeting and look alike audiences led to overexposure, ad fatigue, and reduced performance. The brand was hitting the same users too often, driving inefficient spend. The goal was to reduce audience saturation and frequency while preserving Cost Per Acquisition efficiency.
Solution
To tackle rising inefficiencies, Nutrafol used Smartly’s AI-powered Platform and Brand Pulse to launch, manage, and continuously monitor campaigns, gaining real-time visibility into key performance metrics like audience saturation and cumulative frequency.
These insights enabled targeted actions that reduced retargeting frequency and saturation while maintaining stable CPA performance and improving overall spend efficiency. A 24% drop in audience saturation meant far fewer users were being served the same ad multiple times, reducing fatigue and freeing up budget to reach new audiences.
“With Smartly’s Brand Pulse and AI-powered capabilities, we gained real-time visibility into frequency and audience saturation enabling us to reduce ad fatigue, cut retargeting waste, and scale with precision. We lowered retargeting frequency by 28% and decreased saturation by 24%, unlocking more efficient spend and reach.”
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