Honest Company Sees 15% Purchase Intent Increase with Pause Ads

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Challenges

The Honest Company, in partnership with their agency Tinuiti, set out to continue driving performance for their baby products line while evolving their media strategy to meet modern parents across screens.

With a strong foundation in mindset-aligned, high-impact in-screen formats, the team wanted to explore how emerging CTV opportunities could complement existing efforts, without fragmenting strategy or sacrificing performance. The challenge was to extend campaign impact onto the biggest screen in the home for an omnichannel approach while maintaining relevance, attention, and measurable outcomes.

Methodology & Strategy

Building on a long-standing partnership, Honest Company and Tinuiti joined GumGum’s Pause Ads beta, becoming one of the first brands to test this new, viewer-initiated CTV format.

Pause Ads allowed Honest to seamlessly extend their high-impact display and OLV strategy into CTV, appearing only when viewers chose to pause their content. This created a natural, high-attention moment, bringing added intention and impact to their cross-screen approach.

Aligning messaging across formats helped the campaign avoid siloed planning and instead delivered a cohesive omnichannel experience rooted in audience mindset and contextual relevance.

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Performance & Results

By integrating Pause Ads into their broader strategy, Honest Company evolved from a high-performing, in-screen campaign to a true omnichannel approach, extending their presence from the open web to the biggest screen in the home.

This cross-screen expansion, paired with the introduction of GumGum’s Velocity unit, didn’t just broaden reach, it elevated performance. Together, these new formats complemented Honest’s existing high-impact strategy, driving stronger engagement and more efficient outcomes across the campaign.

Compared to previous campaigns that relied solely on in-screen formats, the addition of Pause Ads to reinforce messaging on CTV alongside Velocity’s dynamic, interaction-driven experience led to a significant lift in performance, with interaction rates increasing 56% and CTR improving by 28%.

Pairing strong, mindset driven engagement with high-attention and viewer-initiated CTV moments, Honest was able to stay top of mind across environments, resulting in a more cohesive campaign that captured attention and drove stronger outcomes at every stage of the funnel.

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