“With GumGum’s contextual insights and attention-focused approach, we were able to reach high-quality audiences in the right moments — driving stronger recall, interest, and brand lift for Revitalift, all while increasing cost efficiency and maximizing impact across our media investment.”
(1.5s higher than GumGum benchmark)
(Among exposed users)
(A significant uplift in product trial intent)
L’Oréal Paris set out to prove that quality reach, not just broad reach, drives better brand outcomes. The challenge was to use AI-powered contextual and attention technology to engage the right audience at the right moment, boosting awareness and consideration for Revitalift Laser.
The goal was to demonstrate that a privacy-respecting, high-attention strategy could deliver stronger brand impact and greater cost efficiency than traditional reach-based approaches.
To achieve this, L’Oréal partnered with GumGum to deliver a smarter, more relevant media experience, one designed around the audience’s mindset, not just their demographics.
Using GumGum’s Contextual Intelligence, the campaign placed Revitalift alongside content consumers were already actively engaging with — from Beauty & Fashion, to new discovery categories like Business & Finance, Real Estate, Science, and even Food & Drink. These weren’t just placements; they were moments where L’Oréal’s message felt contextually meaningful and emotionally relevant.
High-impact formats like Desktop Skins and Hang Time units brought the creative to life in scroll-stopping ways. And through GumGum’s Creative Attention Tracker (CAT), L’Oréal was able to understand exactly which creative elements, like product claims, brand ambassador presence, and CTAs, resonated most with their audience.
By focusing on audience mindset and optimizing for attention, L’Oréal was able to turn awareness into measurable impact. These outcomes, verified in partnership with an independent brand lift partner, show how the campaign did more than just deliver impressions. It helped L’Oréal move closer to its customers by showing up in the right moments with a message that mattered — delivering quality reach that drove stronger brand outcomes, while also increasing the efficiency and impact of their media investment.
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