Marketing Mix Modeling (MMM) validated that the integrated media mix contributed meaningful business impact and also improved paid search and paid social performance, creating a clear halo effect across channels. Programmatic CTV stood out in particular, delivering a 283% lower customer acquisition cost than desktop and mobile programmatic video. More broadly, the work gave Athletic Greens a scalable growth model: the brand was able to expand its marketing footprint, test new channels, and preserve confidence in acquisition efficiency while continuing to grow. The case demonstrates that when video is integrated into a performance ecosystem, brands can increase reach without giving up efficiency.
Athletic Greens
Strategic, converged TV drives expansion beyond core audiences
MEDIA + STRATEGY
Athletic Greens, known for its flagship daily dietary supplement powder, AG1, reached unicorn status in 2022 with a valuation of more than $1 billion. Just before reaching this coveted status, the brand had reached a familiar ceiling for brands in this growth stage: its performance marketing program was highly efficient, but expansion beyond core audiences risked driving up acquisition costs.
As the brand approached a significant refresh, they knew they needed to expand beyond its core audience of wellness-minded adults to sustain growth, and needed a way to drive higher reach and awareness without sacrificing the efficiency that had fueled early demand.
- Strategy
- Connected TV/Streaming
- Linear TV
- Digital Video
- YouTube
- Analytics
Impact
delivered
0%
Decrease in customer acquisition cost
solutions
An informed video strategy
Rain conducted a BrandPulse™ study to determine which audiences would be most efficient to target to drive growth. Research validated that the brand had relatively low awareness among the broader population but strong awareness within health and wellness-oriented consumers. Four core audience segments were identified, with one segment, adults aged 25–54, accounting for 75% of customers. This showed that the brand had strong penetration within its most established audience but more limited reach beyond it.
It was determined that a converged TV mix of linear TV, OTT/CTV and YouTube would enable Athletic Greens to move beyond a performance-only approach, enabling effective reach through broader media channels.
Rather than treating video as a separate brand investment, the team positioned it as an upstream demand driver that would work alongside performance channels. The goal was to create a connected system in which broader awareness would increase demand, and lower-funnel channels would capture and convert that demand efficiently.
