Use Case: Identifying High-Intent Peptide and Wellness Audiences Through Mobility Intelligence
As the health, wellness, and performance optimisation market continues to grow, brands face increasing challenges in reaching consumers who are actively engaged in fitness, recovery, weight management, and longevity-focused lifestyles.
Traditional targeting methods often rely on broad demographics or declared interests, which can result in wasted media spend and lower campaign performance. Mobility intelligence provides a more effective approach by identifying consumers based on their real-world behaviours and lifestyle choices.
The Challenge
A health and wellness brand sought to increase awareness and customer acquisition for a range of peptide-based wellness products.
The objective was to reach consumers most likely to engage with performance, recovery, body composition, and longevity solutions while maintaining efficient media spend and high-quality audience targeting.
The Solution
Using anonymised mobility data, analysts developed a seed audience based on visitation patterns associated with fitness and wellness-focused consumers.
Key audience indicators included visits to:
- Commercial gym chains
- Boutique fitness studios
- CrossFit and strength training facilities
- Personal training centres
- Sports performance clinics
- Recovery and wellness centres
- Nutrition and supplement retailers
Additional behavioural signals were incorporated, including:
- Frequency of gym attendance
- Consistency of visitation over time
- Multi-location fitness engagement
- Visits to recovery and rehabilitation facilities
- Cross-shopping behaviours within the wellness ecosystem
This enabled the creation of a highly qualified audience demonstrating an active commitment to health, fitness, and performance-related goals.
Audience Expansion
The seed audience was activated within advertising platforms to create lookalike and propensity audiences.
By identifying consumers with similar mobility and lifestyle characteristics, the campaign was able to scale reach while maintaining a strong connection to the desired wellness-focused customer profile.
Campaign Activation
The audience was deployed across:
- Programmatic display advertising
- Mobile advertising
- Connected TV
- Social media platforms
- Digital video campaigns
Messaging was tailored around key consumer motivations, including:
- Performance optimisation
- Recovery and regeneration
- Weight management
- Healthy ageing and longevity
- Fitness goal achievement
Results
Compared with interest-based audience targeting, the mobility-derived audience delivered:
- Higher engagement rates
- Improved audience quality
- Greater campaign efficiency
- Increased qualified website traffic
- Stronger return on advertising investment
Why Mobility Data Works
Consumers reveal their interests through their actions.
Regular visits to gyms, fitness facilities, recovery centres, and wellness-focused venues provide valuable indicators of lifestyle preferences and health priorities.
By leveraging mobility intelligence to build behavioural seed audiences, wellness brands can move beyond broad assumptions and engage consumers based on demonstrated intent and real-world activity.
The result is more precise targeting, improved campaign performance, and stronger customer acquisition outcomes.