How Bonafide Health Used Rockerbox Incrementality Testing to Evaluate High-Impact Brand Investments

Bonafide Health is a direct-to-consumer women’s health brand with a growing retail presence and an increasingly complex marketing mix. While the business has expanded into retail and various digital marketplaces, DTC remains its primary revenue driver and the foundation of how marketing performance is evaluated.

Bonafide has partnered with Rockerbox for more than five years, relying on it as a source of truth for channel performance, budgeting, and investment decisions as the business has scaled.

Rockerbox’s Role in a More Complex Business

Rockerbox plays a central role in how Bonafide evaluates performance and allocates budget, supporting everything from annual planning to ongoing optimization. Beyond reporting efficiency, the platform helps the team understand customer journeys across channels that are difficult to measure using last-touch or platform reporting alone.

“We do have certain channels that are kind of tricky to track, like the doctor channel, which is pretty unique to our business from a DTC perspective. Having that customer path to conversion is a useful feature and gives us visibility into what important channels are overlapping.” - Darshan Preet Singh, Marketing and Data Analytics Manager, Bonafide

As Bonafide’s channel mix evolved and brand investment increased, attribution alone was no longer sufficient to evaluate the impact of large, upper-funnel spends with confidence.

Why Incrementality Became Necessary

Incrementality testing became a priority as Bonafide prepared for a major retail launch supported by a significant brand investment across select DMAs. While a brand lift study was already planned, the team needed to understand whether that investment also translated into measurable immediate business impact.

“If we are investing significant dollars into these DMAs, we should also look at the DMA-level performance and see the impact to our overall business.”

To answer that question, Bonafide partnered with Rockerbox to analyze the results of its incrementality test and translate those outcomes into decision-ready insights.

A Flexible, Business-Aligned Approach to Analysis

Bonafide entered the engagement with a defined media plan tied to its retail launch. Rockerbox’s value was in applying a flexible analytical approach that reflected how Bonafide actually makes decisions.

Rather than forcing a single framework, Rockerbox worked collaboratively with the team to apply multiple methodologies appropriate to the test design and the outputs leadership needed.

“The team was able to structure the methodology and present different methodologies that were applicable to get those outputs that we were looking for.” - Darshan Preet Singh

This flexibility ensured the analysis could be used across analytics, finance, and executive stakeholders.

Incrementality Results and Key Insights

Rockerbox analyzed the test results to quantify incremental revenue generated during the test period and contextualized that impact using Bonafide’s existing LTV assumptions.

This test operated as a scale test, with additional media dollars being invested in seven DMAs across the US from September to November 2025. The additional media dollars were deployed in local linear TV and in CTV.

Rockerbox used a synthetic control methodology to construct a synthetic counterfactual using the other 203 DMAs (in which there was no incremental spend). By measuring the difference between the test market performance and the synthetic counterfactual, we were able to identify the lift in sales in those seven DMAs.

The analysis helped Bonafide clearly separate brand awareness outcomes from revenue impact.

“We were able to get an idea from an incrementality perspective how much incremental revenue this investment drove for us during that period.” -Darshan Preet Singh

While brand lift results were positive, the revenue impact was lower than expected relative to the size of the investment, which is often typical for upper funnel campaigns. Crucially, Rockerbox was able to identify in which media channel the lift in conversions was taking place. Sales on Amazon rose by double digits in the test markets with a modest change in revenue to retail and DTC.

“We were surprised because we did get positive reads from the brand lift study, but from a revenue standpoint the impact was more modest, which is directionally consistent with how upper-funnel investments typically materialize” -Darshan Preet Singh

Business Decisions and Planning Impact

The incrementality analysis enabled more grounded internal conversations as Bonafide planned for 2026. Instead of debating performance in abstract terms, leadership could evaluate brand investment through a clear economic lens.

“Now the question is, from a 2026 perspective, is improving brand metrics the primary goal for our business, or is it driving revenue.” -Darshan Preet Singh

The analysis also allowed the team to assess feasibility and tradeoffs more directly.

Why Rockerbox

Beyond the results themselves, Bonafide emphasized Rockerbox’s ability to quickly understand the business and operate as an extension of the team.

“They were really flexible from an outside team perspective. We didn’t really have to walk them through the business or teach them everything…That allowed us to move faster” -Darshan Preet Singh

That understanding reduced friction and allowed the teams to stay focused on decisions rather than onboarding or rework.

Looking Ahead

As Bonafide continues to navigate changes across DTC, retail, and marketplaces, Rockerbox remains its source of truth for DTC performance.

Incrementality analysis will likely become an important extension of that foundation, helping Bonafide evaluate high-impact investments with greater rigor and confidence as the business plans for 2026 and beyond.