Audience packages

Health & Wellness
Audience Package

Reaching South Africa's health-conscious shopper - across every surface where she discovers, considers and buys

Audience size

2.4M

verified shoppers

Data source

FNB / First
Advertising

Category spend (P.A.)

R1.2bn

in universe

Minimum campaign

R250,000

/ quarter

Lead time

3

weeks from brief

Who we're reaching

Audience profile

Core segment:: Health-active, LSM 8–10
Age range:: 25–45 (72% of audience)
Gender split:: 54% female / 46% male
Geography:: Gauteng, WC, KZN metro
Purchase frequency:: 6.2× per year in category
Avg. basket (wellness):: R680 per transaction
Channel behaviour:: Omnichannel — browses online, buys in-store
Key retailers:: Clicks, Dis-Chem, Woolworths Food, Pick n Pay

Categories this audience buys

Supplements Sports nutrition Athletic apparel Health foods Recovery Home gym Wearables Functional beverages

Precision targeting

How we score and target this audience

01

Recency

When did they last buy in this category? We only reach shoppers who are already engaged — not cold audiences.
02

Frequency

How often do they buy? Monthly supplement restockers and seasonal gear buyers get different messaging.
03

Intent

Are they close to their next purchase? Basket signals and replenishment cycles tell us when to reach them.
04

Attribution

Every surface we use is rated by its ability to link your ad spend to an actual transaction. No guesswork.

Creator network

Creators we activate in this package

Influencer execution delivered by

Dr Michael Mol

https://webfluential.com/drmichaelmol

South Africa-based TV personality, medical doctor, and lifestyle creator focused on parenting, wellness, and personal development. Shares family life, healthy living tips, and inspirational lifestyle content for a mature audience, primarily ages 30–54.

Kaylan Matthews

https://webfluential.com/coachkay

South Africa-based fitness and wellness creator sharing workout routines, healthy lifestyle content, and motivational wellness tips. Posts activewear, gym sessions, and balanced living inspiration for a predominantly female audience aged 30–34.

Thandy Matlaila

https://webfluential.com/thandy-matlaila

South Africa-based health and lifestyle creator sharing wellness routines, active living content, and sports-inspired lifestyle posts. Creates motivational and relatable content focused on healthy habits, everyday fitness, and balanced living for audiences primarily aged 25–45.

Where your campaign runs

Out-of-home digital

Digital billboard placements at 40 Virgin Active gyms across Gauteng, Western Cape, and KZN. Reached at the moment of highest health intent — walking into a gym.

Influencer (Instagram & TikTok)

Promoted content via pre-vetted creators in the health and fitness vertical. Audiences pre-qualified against purchase data — follower count is not the filter, purchase behaviour is.

Clicks loyalty mailer

Personalised inclusion in mailers sent to opted-in ClubCard holders who have bought in the wellness category within the last 90 days. The most direct reach in retail media.

Retail digital (owned)

Banners and sponsored placements on Clicks.co.za and the Clicks app, served to shoppers actively browsing the health and beauty category.

Programmatic retargeting

Cookieless retargeting against the first-party audience graph, served across premium publisher environments. Attribution matched back to in-store and online purchase data.

How this works

For brand managers & media buyers

What we need from you

Campaign brief — objective (awareness vs. conversion), key product, flight dates, and any brand safety requirements.
Creative assets — static and video formats: 1080×1080, 1920×1080, 9:16. Final sizes confirmed on booking.
Sign-off process — confirm who approves creator content and expected turnaround time (recommended: 48 hours).
Landing page or product URL — We create unique links for each surface, so every conversion can be traced.

What happens next

Week 1: RetailPlus sets up the audience segment in the clean room, maps your brief to placements, and briefs creators.
Week 2–3: Creative trafficking across all surfaces. You review and approve influencer content before it goes live.
Campaign live: You get one live dashboard with impressions, engagement, and attributed sales across all surfaces.
End of flight: Consolidated report with ROAS by surface, audience reach, and next-quarter allocation recommendations.

91%

first-party data coverage across audience

3.1x

average ROAS, active nutrition category

68%

of audience in active purchase window at any time

5

surfaces managed under one booking and one report

Health & Wellness Audience Package

Audience snapshot