With no true end to COVID-19 in sight, wellness brands are uniquely positioned to create positive change amid a tireless pandemic. Recent data on video viewership in the category reveals over 10 million ad views spread across brands you might expect—and ones you might not.
A strong reliance on the digital world has helped certain brands to thrive and pushed others to develop new ways of connecting with consumers. Marketers have been forced to pivot to new solutions, revealing creative and timely leaders in the wellness space.
This is demonstrated by the Most Viewed Video Ads Chart, a compilation of the most-watched brand-driven video ad campaigns in the wellness sector from recent months as measured by AcuityAds’ True Reach Insights Platform. The platform captures the number of times a video is viewed across top websites where people engage with video content every day. The chart ranks the ads that drew the most consumer attention in the wellness category throughout the holiday season.
The Most Viewed Video Ads chart, powered by AcuityAds, focuses on brand-driven video ad campaigns. Each campaign is measured by the True Reach Insights Platform, a constantly growing repository of analytic data on hundreds of millions of videos tracked across hundreds of online video destinations.
The brands on the chart are a testament to the diversity of the industry, which includes fitness, nutrition, healthcare and psychology, among other sectors. While there were some truly well done creative spots on the list, consumer attention was largely drawn by wellness brands with digital solutions or solutions that could be delivered digitally. Here are three brands that stood out based on this criteria:
Genetic testing for mental healthcare
Working from home, connecting with friends and spending time with loved ones aren’t challenges reserved for adults. Over 6 million kids are diagnosed with mental illness each year, and it’s important to recognize the impact of the pandemic on their mental health. The “Dear Mom” spot by Genomind, provider of genetic testing for mental health, is a rallying cry for families everywhere to take note of their mental health and thank those responsible for helping people cope with today’s unprecedented challenges.
More importantly, this emotive spot is being used to promote a truly revolutionary solution for parents to assist their children with mental health challenges entirely digitally. Genomind provides genetic testing services for people of all ages to help patients understand their predispositions for specific mental health conditions and then refers them to physicians for diagnosis and treatment options. The entire consumer journey, from genetic testing for mental health to diagnosis and therapy, can be accomplished remotely by Genomind and physicians specializing in behavioral health.
Fit at home, with the help of tech
Few trends have taken off like at-home fitness, with popular stationary bike brand Peloton seeing a 172% surge in sales and more than 1 million subscribers to its streaming classes by late 2020. So it makes sense that the top wellness category ad was the first real innovation from Peloton, the Peloton Tread+. While the video ad focuses on a safe product pricing and feature message, viewers are clearly paying more and more attention to the new technology that is replacing their beloved gym memberships as the days of lockdown continue.
Breaking the status quo
Honorable mention goes to postpartum products brand Frida Mom, which spared no one’s feelings in creating this tongue-in-cheek spot, meant to shock and humor viewers with an otherwise sensitive topic. The spot was produced by Ryan Reynolds’ agency, Maximum Effort, which has been credited with its ability to succeed with advertising that breaks the status quo by parodying cookie-cutter ads in various product categories.
Overall, which brands are capturing consumer attention with wellness solutions that sympathize, simplify and delight? Here are the top 10 most viewed video ads by wellness companies from November 2020 to January 2021. The chart is powered by AcuityAds: