Exverus Wins Media Planning Award for Health/Wellness
- 5 days ago
- 4 min read
We don't do this work for the trophies. But when an industry as demanding as media planning stops to say this campaign was something special, we're not going to pretend it doesn't mean something.
So, we're proud to share that Exverus by Brainlabs has been named a winner of the 2026 MediaPost Planning & Buying Award in the Pharma/Health/Wellness category for our "Wellness Women Can Trust" campaign on behalf of client Theralogix. The award was presented at the annual MediaPost Planning & Buying Awards ceremony on April 15, 2026, at The University Club in New York City.
The Brief: Do More With Less
Theralogix has been developing rigorously tested, affordable nutritional supplements — focused on fertility, uterine health, and menstrual regularity — since 2002. The brand deserves to be found. The challenge in Q2 2025 was that women searching for health information online were drowning in conflicting, often misleading advice.
According to the Association of American Medical Colleges, women's health remains severely underresearched, and declining public trust in institutions since the COVID pandemic has made it harder than ever for science-backed brands to cut through the noise.
Our mandate was aggressive: improve Social ROAS by a minimum of 50% quarter-over-quarter, launch Google Performance Max at a $3 ROAS, and grow overall brand sales at least 10% year-over-year. The twist? We had 18% less media budget than Q1 to do it.
Congratulations to Media Director Georgia Schreiner (2023 AdAge Media Planner of the Year), Senior Media Planner Jillian Telman, and every specialist across search, social, programmatic, analytics, and ad ops who made "Wellness Women Can Trust" a campaign worthy of that name.
The Strategy: Full-Funnel, High-Precision
This is exactly the kind of brief that makes our team lean in. Rather than chasing reach with a scatter-shot approach, we built a precision media plan anchored in audience intelligence — reaching the right women with the right message at the right moment in their health journey.
According to EMARKETER, search behavior is being fundamentally redefined by generational shifts. Social platforms today aren't just discovery channels; they're search engines and points-of-sale simultaneously.
We built a media plan that treated them that way, diversifying across social commerce, search, programmatic, and emerging channels to maintain a balance between brand building and performance without sacrificing either.
The Results: Unprecedented Performance
In three months, the numbers didn't just hit targets. They redefined them:
Meta ROAS more than doubled quarter-over-quarter ($4.66 → $9.77)
TikTok Search ROAS surged 293%
Google PMAX generated $107K from 1,217 new customers at a 4.3 ROAS, clearing the $3 objective
Web traffic grew 20% while cost-per-view dropped 3.55%, despite the smaller budget
Overall purchases rose 18%, ROAS lifted 21%, and annual sales grew 19.5% YoY — nearly double the goal
The bottom line: In one quarter, with less money, Exverus delivered 19.5% year-over-year sales growth for Theralogix — nearly double the target — by building a diversified, full-funnel media plan that met women where they actually search, discover, and buy.
What this means for our clients
This win (our latest in a long line that includes 8 Adweek Media Plan of the Year awards, 3 Ad Age Small Agency of the Year honors, and 3 Cannes Lions finalist recognitions) reflects the talent of the entire team who brought this campaign to life.
For our clients, it's a signal of something more important than hardware: it means the thinking, tools, and team we bring to every engagement are being measured against the best in the industry — and coming out on top.
Most importantly, we helped real women find a supplement brand that actually delivers on its promises. That's the work that matters.
Frequently Asked Questions
What is media planning?
Media planning is the strategic process of determining where, when, how, and to whom a brand's advertising should appear across paid channels — from paid social and programmatic display to search, native, streaming, and beyond. Done well, it's not a logistics exercise. It's a creative act: one that requires deep audience insight, disciplined data analysis, and the ability to connect the right message to the right person at the right moment in their decision journey.
What is the MediaPost Planning & Buying Award?
The MediaPost Planning & Buying Awards are an annual competition recognizing excellence in media strategy, planning, and buying across categories including social media, performance media, native marketing, and health/wellness. The awards are based on the belief that the process of planning and buying media is as creative and impactful as traditional advertising creative development.
Exverus by Brainlabs won the Pharma/Health/Wellness category at the 2026 Awards for the "Wellness Women Can Trust" campaign, created for nutritional supplement brand Theralogix.
What results did the Theralogix campaign achieve?
In Q2 2025, the campaign delivered: Meta ROAS that more than doubled quarter-over-quarter, a 293% surge in TikTok Search ROAS, 18% growth in purchases, a 21% ROAS lift, and 19.5% year-over-year sales growth — on 18% less media budget than the prior quarter.
What is Exverus by Brainlabs?
Exverus by Brainlabs is a Los Angeles-based, full-funnel media planning and buying agency. Founded in 2014, Exverus was acquired by global digital agency Brainlabs in 2025. The agency manages over $100M in annual media spend and has earned recognition as a three-time Ad Age Small Agency of the Year (Media), an eight-time Adweek Media Plan of the Year winner, and a three-time Cannes Lions finalist.
Ready to talk about what precision media planning can do for your brand? Let's connect.