Case Study: Aldi boosts holiday awareness and attention with GumGum

ALDI boosts unaided awareness 21% with GumGum

ALDI, a major retail grocer, faced the challenge of building emotional brand connection while landing tactical messages about quality and value during their crucial Christmas season. They partnered with GumGum to gain deeper insight into how attention in high-quality media environments impacts campaign effectiveness beyond standard metrics like reach and clicks.

GumGum implemented a mindset-led contextual strategy using its Mindset Graph to align ALDI's festive creative with moments audiences were actively planning for Christmas. This solution drove significant results, including an 81.5% video completion rate and a +21% lift in unaided awareness when ads were viewed above GumGum's attention threshold, proving that higher-attention environments directly amplified brand impact.

ALDI