Hiya Health Scales Trust and Performance with MNTN and Shopify

For health and wellness brands built around kids, there’s a common misconception that children are the primary audience to sell to. In actuality, parents are the ones reading labels, comparing claims, and ultimately deciding what’s healthy enough for their kids. That means brand messaging has to speak to parents first, reaching them when and where they’re paying attention. That’s a tall order in a health and wellness space full of products that look better-for-you than they really are. Hiya faced a version of this problem: many parents assume gummy vitamins are a healthy choice, when they’re often packed with added sugar. Correcting that perception meant an education play, one that would only break through if it reached parents at scale.

At the same time, Hiya faced the challenge of efficiently reaching new audiences. They needed an advertising solution that could bring in net-new customers while keeping cost per acquisition (CPA) low. It also meant building enough brand awareness to make their educational messaging land, driving sales both online and in stores.