Case Study: L’Oréal achieves higher brand impact and attention with GumGum’s contextual mindset solution

L’Oreal triples advertising attention with GumGum's contextual campaign

L'Oréal Paris sought to prove that quality reach, not just broad reach, drives superior brand outcomes. The challenge was to connect with high-value consumers in the competitive anti-aging category in a privacy-first way, leveraging AI to turn attention into action and outperform traditional reach-based approaches. To achieve this, they partnered with vendor GumGum and utilized its Mindset Graph™ product.

GumGum implemented a strategy using its Mindset Graph™, a predictive AI engine that used real-time attention signals to optimize contextual ad placement and creative performance. This solution placed L'Oréal's ads in environments where users were most receptive, leading to exceptional results. The campaign achieved a peak attention time 1.5 seconds higher than benchmark, a 68% spontaneous brand recall rate, and a 40% uplift in intent to try the product, demonstrating the powerful impact of GumGum's attention-focused approach.

L’Oreal