Case Study: GumGum achieves higher reach and conversions with Connexity

Connexity Identifies New Audience for Major Auto Manufactuer

GumGum, working with a major Japanese auto manufacturer to promote its minivan online, needed a way to reach new audiences beyond standard in-market and conquesting tactics while still driving awareness and quote requests. To solve this, GumGum partnered with Connexity and used Connexity’s Hitwise AudienceView to analyze past minivan owners and identify a new audience profile based on demographic, lifestyle, life-stage, and attitudinal traits.

Connexity then recommended and activated targeted audience segments through GumGum’s platform, helping the campaign expand beyond traditional auto audiences. The result was a significant performance lift: Connexity’s new audience doubled reach and increased conversions by 50%, while also opening the door to additional opportunities for GumGum in automotive and other verticals.

GumGum

Travis O’Neil

Vice President of Operations