Creating Sustainable Quality Reach and Engagement for RWE through Contextual Mindset Targeting

viewability for total campaign (75% benchmark)

91%

minutes of time on site (1:15 benchmark)

5:20+

fewer average grams per impression of CO₂e emitted (vs average campaign)

30%

Challenges

RWE, a leading energy company, partnered with its agency Essencemediacom Germany and GumGum to drive awareness of its renewable energy initiatives while ensuring its media strategy reflected its sustainability commitments. The challenge was not just to gain visibility but to achieve quality reach, attention that translates into real engagement and measurable on-site impact, while reducing the campaign’s carbon footprint.

Methodology & Strategy

GumGum activated its Mindset Graph™, an AI-driven framework connecting contextual relevance, attention, and creative performance to deliver quality reach for RWE. By aligning content, format, and sustainability measurement to connect with consumers while they were in the right mindset, the campaign was designed to progress from awareness to engagement, driving measurable results while maintaining a reduced carbon footprint.

Performance & Results

The RWE campaign delivered measurable success across every stage of the engagement journey, from awareness to action. With high viewability ensuring visibility, attention time proving relevance, and exceptional time-on-site results confirming engagement, RWE achieved true quality reach, responsible, high-performing media that left a lasting impact.

Finding RWE’s Audience

Using GumGum’s mindset-based contextual intelligence, RWE’s message was aligned with high-intent moments across energy, sustainability, and policy content. The Mindset Graph™ identified contextual environments where decision-makers and environmentally conscious audiences were most engaged, spanning Germany, the Netherlands, and the UK.

Audience Engagement

A mix of high-impact Desktop and Mobile Skins brought the creative to life across Germany, the Netherlands, and the UK. GumGum’s attention measurement and carbon tracking ran throughout, with delivery optimized in real time to prioritize formats and placements generating the strongest attention.

91%

Viewability for total campaign

5:20+

minutes of time on site

30%

fewer average grams per impression of CO₂e emitted

+10%

increase in brand awareness

1.32% CTR

on Mobile Skin NL

Campaign made carbon neutral

“Especially when dealing with complex topics such as the energy transition, it is crucial to reach relevant audiences in the right context and generate sustainable attention. The Europe-wide campaign with GumGum demonstrated how strongly attention and engagement increase when content is delivered at the right moment.”

Frank Arens

Head of Public Relations, RWE