Case Study: GUM achieves streamlined social media management and increased engagement with Emplifi

How SUNSTAR's oral care brand GUM governs social media management to streamline content delivery and increase engagement

GUM, SUNSTAR’s oral care brand, needed to coordinate thought‑leadership and product content across many countries, agencies and time zones while maintaining strict content governance for a health‑sensitive category. To tighten approval workflows, organize cross‑market operations, and measure campaign performance, they adopted Emplifi’s Social Marketing Cloud.

Using Emplifi, GUM centralized content planning with a single calendar, automated approval flows, and a shared workspace for affiliates and distributors, which improved collaboration and sped up time‑to‑publish. Emplifi also delivered consolidated performance insights and competitive benchmarking so teams can monitor progress, optimize local messaging, and drive increased engagement and consistent brand governance across markets.

GUM

Lidia Santos Rico

Communications Manager