Case study: Measuring the success of Aura Bora’s regional awareness campaign using brand health data

We met with Aura Bora to learn how tracking brand health metrics led to top-of-funnel buy-in from stakeholders.

Meet Aura Bora

Aura Bora is a craft sparkling water made from real herbs, fruits, and flowers. Since their 2020 launch in San Francisco, a 2021 Shark Tank feature sparked rapid growth, marking the start of their expansion from D2C into retail. Now available at over 7,500 locations across the U.S., including Safeway, Kroger, Publix, and Wegmans, Aura Bora continues to expand their product offering with unique flavors.

Securing stakeholder buy-in for a six-figure marketing campaign

When Aura Bora expanded to retail sales in 2023, their VP of Growth, Cameron Faist, realized they needed to shift their marketing approach. “It was time to invest in brand awareness,” Cameron says. “We needed to support our retail growth initiatives and get more eyeballs on the brand. This investment strategy stemmed from smaller scale tests of top of funnel awareness. We saw early indications that as more consumers were aware of the brand, velocities increased in retail, DTC, and Amazon.”

After Aura Bora’s national launch in Albertsons and Safeway stores, stakeholders pushed for brand investments that would boost sales. Cameron knew that top-of-funnel efforts were key to supporting the brand’s retail efforts — so he got to work planning an ambitious, six-figure awareness campaign but needed a tool to validate that awareness let to increased velocities.

Quantifying this marketing investment for stakeholders was an exciting opportunity to showcase the value of brand health data. For Cameron, it was a way to tangibly measure the effect of his campaign. “I knew what happened when we put marketing spend towards the middle of the funnel at scale,” Cameron says, “But we didn’t know exactly how top-of-funnel marketing would ladder down to sales with larger marketing budgets.”

Soon, he found exactly what he needed in Tracksuit. Right away, he was impressed by their disruptive and entrepreneurial approach to brand health data.

“Tracksuit is a traceable and viable brand awareness tool to help brands evaluate awareness. It helped me quantify an otherwise subjective marketing topic for our board members and stakeholders.”

Analyzing campaign success and securing top-of-funnel buy-in using brand health data

After establishing baseline awareness data with Tracksuit’s brand health dashboard, Cameron was ready to launch Aura Bora’s new campaign. His goals for the campaign included establishing consumer awareness, driving sales in the retail space, and identifying Aura Bora’s total addressable market.

Tracksuit’s consumer surveys and continuous brand health data offer the exact insights Cameron needed — including brand usage insights, favoritism data, and brand consideration across demographics.

Using these tools, Cameron can track brand health data in real time to learn how his campaign impacts brand awareness. Cameron can also see how Aura Bora’s marketing spend filters through awareness and consideration to affect purchases.

Using Tracksuit dashboard insights, Cameron built KPIs and timelines to share with stakeholders. With help from the Tracksuit team, he also measured Aura Bora’s success against that of similar competitors, allowing him to secure buy-in for current and future marketing initiatives.

“Tracksuit helps us view the competitive landscape and see how we're performing over time. We can also show how we’re performing compared to similar brands and see when we’re closing the gap to the major players in our market.”

Quantifying the value of brand awareness efforts using brand health data

With Tracksuit, Aura Bora was able to prove the value of their awareness investment:

• 28% increase in awareness amongst females 25 to 44
• 32% growth in consumption amongst females 25 to 44
• 5% increase in brand awareness in California during the awareness campaign.

These numbers left little room for doubt: Top-of-funnel marketing and awareness-building pay off for Aura Bora. Plus, Tracksuit uncovered a key demographic and their growth consumers TAM — women between 25 and 44 — allowing Aura Bora to target future marketing efforts to this group.

“Tracksuit showed the success of this campaign — and that in the markets we invested in, awareness metrics skyrocketed. Thanks to Tracksuit, we now know what kind of investment will really move the needle."

Looking forward: Leveraging data to drive growth in new markets

Aura Bora's and Tracksuit's partnership started with a single campaign, but it has become a key part of Aura Bora’s marketing strategy. Unlike tools Cameron used previously, Tracksuit’s flexibility allows him to use brand health data for internal goal-setting and for securing buy-in on brand investments.

“We definitely see a future with Tracksuit,” Cameron says. “The next step for us is to pick investment markets and double down on the success we saw.”

With the help of Tracksuit data, Aura Bora plans to invest in 10 key markets in 2025, using the original awareness campaign as a barometer for future success.

“Tracksuit’s brand health data has become my strongest asset as Head of Growth. It quantifies metrics that can seem very subjective, demonstrating how brand-building efforts have real value on the balance sheet.”