Case Study: Scotiabank boosts brand awareness for Scene+ credit cards with GumGum

Scotiabank boosts brand awareness 22% with GumGum

Scotiabank aimed to increase awareness and consideration for its Scene+ credit cards, needing to engage consumers when topics like rewards and travel were top of mind. The challenge was to move beyond passive ads and connect with audiences in a receptive mindset. To achieve this, they partnered with the vendor GumGum.

GumGum implemented a strategy using its Mindset Graph contextual intelligence to place ads in high-attention online environments related to travel, shopping, and events. This mindset-first approach, combined with creative that highlighted specific rewards, led to significant lifts. The campaign with GumGum drove a 22% increase in brand awareness, a 10% increase in brand favourability, and a 6% increase in purchase intent.

Scotiabank