How Phoenix turned a Super Bowl Swing into Measurable Success

Major brand moments are notoriously hard to measure. They’re rare, they lack clean historical benchmarks, and their performance can feel impossible to contextualize. That’s why Phoenix—the innovative Canadian men’s telehealth brand—turned to Haus when they decided to take a bold leap and run a Super Bowl ad.

In the weeks leading up to the game, Phoenix had already been advertising throughout the NFL playoffs. But the Super Bowl is in a league of its own. They developed new, high-impact creative specifically for this moment—fresh storytelling built to break through when attention is at its peak. Internally, the team believed that this combination of the right moment and the right creative would be a powerful unlock.

A swing this big demands sophisticated measurement, but traditional lift testing isn’t possible during an event like the Super Bowl. You can’t introduce a holdout, ruling out any geolift or clean experimental setup. Still, a buy of this magnitude requires understanding whether it drove meaningful, ROI-positive impact.

So Phoenix came to Haus with a critical question: How can we confidently measure one of the biggest bets a brand can make?

In scenarios where a holdout isn’t possible, Haus helps brands measure impact using a Time Test. Time Tests work by generating a forecast of KPIs for the period in which the “treatment” (in this case, the Super Bowl ad) occurs. The model builds this forecast using historical data leading up to the treatment window, then compares it to the actual observed performance during the test period to quantify incremental lift.

Creating precise forecasts is notoriously challenging—which is exactly where Haus’s proprietary modeling shines. And while Time Tests offer directional but valuable insight, Haus’s advanced forecasting capabilities make those directional reads significantly more reliable and actionable.

The results made it clear: Phoenix’s bold Super Bowl bet paid off. Their ad drove a 26% lift in signups within just one week, at a CPIA well within their efficiency thresholds. By breaking out impact by product category, the Phoenix team uncovered even deeper insights about which products featured in the creative were more performant. 

Acting quickly on this learning, the Phoenix team repurposed and amplified the winning creative across YouTube, extending the value of their Super Bowl investment and reinforcing their data-driven approach to growth.

Together, Phoenix and Haus proved that even the biggest, most high-stakes moments in marketing can be measured with clarity and confidence. By pairing Phoenix’s strategic instincts and standout creative with Haus’s advanced measurement science, the team turned what could have been an unmeasurable leap into a clear, validated success. Phoenix walked away with actionable insights, creative direction for future campaigns, and proof that their investment delivered real business impact.