How Berocca reenergizes brand health and drives 71% action rate

The challenge

Berocca, a leading energy supplement brand, sought to re-engage lapsed consumers and build brand health among health-conscious audiences through podcast advertising. The challenge was reaching genuinely relevant audiences — people actively engaged in fitness and wellness routines — without relying on traditional identity-based targeting.

The solution

NumberEight deployed its Advanced Behavioral product to identify podcast listeners displaying real-time behavioural signals consistent with active, health-conscious lifestyles. Using on-device behavioral intelligence, we segmented audiences by their actual activity patterns — exercise frequency, wellness app usage, and health-related content consumption — without using any personal identifiers.

This enabled Berocca to serve ads to people in moments of genuine receptivity — when listeners were engaged with fitness and wellness content, primed to hear about energy and recovery solutions.

The results

The campaign delivered industry-leading action rates, with nearly three-quarters of targeted listeners taking some action after hearing the ads. Purchase intent among targeted cohorts was dramatically higher than benchmark, validating the power of behavioral targeting in audio environments.