Case Study: Martini boosts brand awareness and purchase intent with GumGum AI-driven advertising

Martini boosts brand awareness and intent with GumGum, reaching 73% unaided recall

Martini, the Italian vermouth brand, faced the challenge of modernizing its image and staying relevant amid competition from newer aperitivo brands. To reposition itself, Martini launched the "Dare to Be" campaign and partnered with the vendor GumGum to boost awareness.

GumGum employed its Advanced Contextual AI to align the campaign's message with relevant content about cocktails, travel, and lifestyle. Using its Attention platform to optimize creative effectiveness, GumGum helped the campaign achieve significant results: 73% of viewers recalled the brand unaided, and over 60% intended to purchase, with an average attention time of 3.91 seconds.

Martini