MaryRuth Organics (“MaryRuth's”) makes a global product line of vitamins and supplements for all life stages, empowering people worldwide to take control of their health. The company was founded in 2014 by certified health educator, culinary chef, and nutritional consultant MaryRuth Ghiyam. Today, its products are sold primarily through Amazon and its website, and are also available through retailers like Ulta and Whole Foods.
Running campaigns on Axon's ad platform
The team at MaryRuth's aimed to diversify its digital marketing and reach more customers. They partnered with Axon by AppLovin to run ads in mobile games, kicking off Day 0 CPP and ROAS campaigns designed to drive same-day purchases.
To broaden their reach, they also launched Day 7 campaigns to capture shoppers who spend more time considering a purchase. In-platform reporting revealed strong ROAS and customer acquisition costs on par with their previous top channels, such as Meta.
Measuring impact with 3rd party measurement solutions
Like many omnichannel brands, MaryRuth's leverages Prescient AI—a leading marketing mix modeling (MMM) platform—to measure, forecast, and optimize paid media performance.
Using Prescient AI, MaryRuth's uncovered the full value of its Axon campaigns, including their influence on Amazon sales beyond direct attribution. The Prescient platform calculated an Axon MMM ROAS of 2.7x for MaryRuth's and revealed that 87% of Amazon sales tied to Axon campaigns were driven by halo effects.
“When we got AppLovin data into our MMM with Prescient, we saw a pretty significant results lift. AppLovin's halo effect on Amazon sales was very large, taking our average 30D ROAS up about 300%.”
Wyatt Lowe, Vice President of Growth
Reinforcing results with an incrementality test
Riding the wave of early successes, MaryRuth's partnered with Haus to design a GeoLift test—covering both DTC and Amazon—to validate Axon's lift across the funnel. The core test question was: What is the impact of Axon on omnichannel sales?
| Test Type | Region | Test Duration | Post Treatment Window | Primary KPI |
|---|---|---|---|---|
| 2-cell with holdout | 70% Axon ads 30% Holdout | 4 weeks | 2 weeks | Shopify Total Gross Sales |
The incrementality test revealed that Axon drove a 4.89% lift in DTC sales for MaryRuth's, with an incremental ROAS (iROAS) 49% higher than their target. On Amazon, MaryRuth's saw a 1.84% lift in total gross sales. Combined, MaryRuth's achieved a DTC + Amazon Total Gross Sales iROAS of 4.03x.
Strong performance results from both the Haus incrementality test and always-on MMM from Prescient AI confirmed Axon as a highly effective driver of both DTC and Amazon sales for MaryRuth's. The unified insights gave the team confidence to scale the channel, increasing their investment on Axon's platform by 40%.
“Our test with Haus validated that AppLovin is driving truly incremental purchases, with an incremental ROAS that meets our goals. AppLovin is now one of our largest digital marketing channels.”
Wyatt Lowe, Vice President of Growth
