SmartyPants Vitamins is a health company expanding from niche health food grocers to mass-market stores. Seeking to build upon their existing audience, the brand needed to activate their high-value segments to grow their fan base from the core.


develop a more detailed understanding of the smartypants audience to engage, educate and expand brand reach. Gain deeper audience insight to deliver informed and personalized content to qualified consumers at the most appropriate time.


SmartyPants Vitamins used People Pattern to identify key audience persona segments. To grow those high-value segments, People Pattern built tailored audiences to target with a Twitter ads promoted campaign. Content creative was structured around interests and terms unique to the persona as defined by People Pattern.


Compared to previous SmartyPants Twitter ad campaigns, the People Pattern backed tailored audience campaign resulted in significant lift across a number of metrics.

375% Lift in engagement rate

50% Decrease in cost-per-engagement

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