How MaryRuth Organics created meaningful moments with customers using voice messaging
Para gives you another platform to amplify your brand voice. You’d be crazy not to take advantage of that—and the partnership and strategy from their team is just the cherry on top.
— Monica Boretsky, Senior Ecommerce & Retention Manager @ MaryRuth Organics
The Problem
MaryRuth Organics is a leading wellness brand known for its high-quality supplements and deeply personal founder story. As the holiday season approached, the brand wanted to do more than send a standard promotional blast. Instead, they aimed to create a moment of warmth and meaning—something that felt true to their values and community.
This wasn’t about chasing performance. It was about staying ahead of the curve.
We saw the HexClad campaign, and then League of Originals shortly after. We said, we can’t be one of the last ones to do this. Voice felt like a natural way to make SMS even more special.
— Monica Boretsky, Senior Ecommerce & Retention Manager @ MaryRuth Organics
Rather than lean on discounts, the team saw voice as an opportunity to create a more human, heartfelt experience that email and SMS alone couldn’t offer.
Solution
MaryRuth Organics partnered with Para to deliver two personal voice messages from founder MaryRuth Ghiyam, timed around the holidays:
- Thanksgiving: A warm message of gratitude, thanking subscribers for being part of the journey and encouraging reflection on wellness and thankfulness.
- New Year’s Eve: A short voice note reflecting on the compound effect—how small, consistent wellness habits add up to meaningful change over time.
Both were delivered over SMS using Para’s voice messaging infrastructure and voiced by MaryRuth herself.
It really cut through the noise of BFCM. It felt like a Thanksgiving card from an old friend.
— Monica Boretsky
The campaign intentionally avoided promotional offers or product mentions. It was designed as a pure brand moment, with no ask—just a message of care.
We’ve talked internally about the authenticity of her voice. We want to refrain from using any AI or shortcuts. That realness is important.
— Monica Boretsky
The Result
The emotional impact was immediate. Subscribers replied with heartfelt messages. A few even posted the voice notes on social media, calling them the most genuine holiday message they received.
We’re not holding voice to a strict ROI right now. It’s really about engagement and community—and just the feeling we get from customers is more than enough to know this is working.
— Monica Boretsky
Internally, the voice notes sparked energy and alignment. Other teams took notice. Monica shared that the message stood out internally—both as a first and for how aligned it felt with the brand.
Even without a CTA, both messages quietly drove revenue—proof that genuine connection can convert, even when it isn’t the intent.
Final Thoughts from MaryRuth Organics
For MaryRuth Organics, voice wasn’t a campaign tactic—it was a way to show up for customers in a personal, emotionally resonant way. And that resonance led to results.
MaryRuth takes everything we do seriously. These are products people give to their kids. That level of trust has to show up in every message—even in an SMS. Voice helps us do that.
— Monica Boretsky
For brands who value authenticity, this campaign shows what happens when you speak from the heart—and hit send. And even without a single promotion, both messages still drove revenue naturally—proving that connection can convert.
Want to see how voice can bring your brand closer to your audience? Book a demo today.