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Challenges
Sol de Janeiro wanted to extend its vibrant, sensory-driven brand experience onto the biggest screen in the home while cutting through an increasingly crowded streaming environment.
Traditional CTV formats often interrupt viewing experiences, making it harder to capture attention in a meaningful, brand-positive way. Sol de Janeiro needed a solution that would allow them to show up authentically, without disruption, and connect with audiences when they were most receptive.
Methodology & Strategy
In partnership with Digitas, Sol de Janeiro worked with GumGum to use the viewer-initiated CTV format, Pause Ads, to capture attention during natural breaks in content.
Pause Ads appear only when a viewer chooses to pause their content, creating a high-intent, non-intrusive moment on the biggest screen in the home. This approach allowed Sol de Janeiro to align with their audience’s mindset, showing up with intention rather than interruption.
By extending existing creative into this format, the campaign seamlessly connected Sol de Janeiro’s broader media strategy across screens and brought high-impact, visually rich storytelling into a moment where attention is naturally elevated.
Results
Pause Ads transformed passive viewing into an active brand moment for Sol de Janeiro, delivering measurable lifts across key brand metrics.
Midway through the campaign, creative was optimized to further enhance performance, ultimately driving 64% of total campaign impressions and 54% of total QR scans, reinforcing the value of real-time creative refinement.
The campaign demonstrated that when brands align with consumer behavior, rather than interrupt it, attention and impact follow.
