GumGum amped up engagement for Co-op’s summer food ranges and community fund, bringing together high-impact ad units with contextual precision – in a campaign with standout results.
Leading grocery chain Co-op approached GumGum, with the aim of supersizing engagement around its summer food ranges such as barbeque and ice-cream products, while also looking to raise awareness and brand perceptions around its Co-op Local Community Fund. The campaign was designed to target environmental and socially conscious audiences, as well as elevating Co-op’s reach next to its major competitors – including Aldi, Tesco and Asda.
GumGum chose four high-impact formats to amplify Co-op’s summer messaging: the Desktop Skin, the In Screen & In Image expandable units, and the In Screen Frame. Utilising Verity™, GumGum’s contextual intelligence platform, to align the ad units in relevant environments across lifestyle news, entertainment, and food & drink content. The compelling ads highlighted Co-op’s community and summer product ethos in a fleet of high-calibre online publications with large audiences; including BBC Good Food, Ideal Home, Woman & Home, Time Out and Empire magazine to name a few.
GumGum’s contextual finesse, coupled with high-impact creatives, paid off as the Co-op summer campaign outperformed key benchmarks on engagement, dwell time, viewability and attention quality. Data from On Device Research also indicated an uptick in brand trustworthiness, association with community values, and total spontaneous mentions among the target socially conscious audience.
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