Case Study: Make It Scotch boosts engagement with GumGum's mindset-driven advertising

Make it Scotch beats ad benchmarks with GumGum’s 95% viewability

Make it Scotch, a brand representing quality meat from Scotland, needed to cut through competing health and wellness messaging to remain relevant. The challenge was to spark positive conversations about red meat’s role in a healthy diet by connecting with audiences when they were most receptive. To address this, they partnered with the vendor GumGum.

Using GumGum’s Mindset Graph for contextual intelligence, the campaign targeted audiences in moments of high receptivity, such as during lunchtime browsing of content related to hobbies and fashion. GumGum employed high-impact ad formats to create attention-grabbing moments within these premium content environments. The campaign successfully beat benchmarks, achieving a 1.20% CTR and 95% viewability, demonstrating GumGum's effectiveness in driving engagement and influencing perception.

Make It Scotch