Case Study: e.l.f. Beauty drives stronger engagement and executive reach with GumGum's contextual AI

e.l.f. Beauty drives 16% engagement with GumGum

e.l.f. Beauty, in partnership with their agency Tinuiti, launched the provocative "So Many Dicks" campaign to spark conversations about boardroom diversity. Their challenge was to reach C-suite executives and board members with this bold message, requiring precise contextual targeting and strong brand safety measures given the campaign's name. To achieve this, they turned to the vendor GumGum for its contextual intelligence platform.

GumGum used its Mindset Graph™ contextual AI to place the campaign within relevant business and finance content, reaching the target audience in the right mindset. The solution involved high-impact ad units, and GumGum's Creative Attention Tracker identified which specific messaging captured the most attention. The results were significant, with the campaign achieving a 16% engagement rate and a 0.80% CTR, both substantially exceeding industry benchmarks, successfully driving executive-level dialogue.

e.l.f. Beauty