How GumGum’s Exclusive In-Video Format Drove Awareness for a Social Cause
Goals
Awareness
Targeting
METHODOLOGY
RESULTS
Additional Info
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2020
Spread the Word, Stop the Virus
Partner with the Ad Council and Upwave on a pro-bono ad campaign to amplify the important message of social distancing and provide helpful tips to stop the spread of COVID-19.
Strategy and Tactics
GumGum aligned the Ad Council’s #AloneTogether campaign, placing messaging within contextually relevant content across GumGum’s premium sites, maximizing reach for users who frequent GumGum’s Health, Lifestyle, Entertainment, News and Travel verticals. With Upwave’s support, we were able to conduct a brand study to measure the impact of our combined efforts.
Flight
3.20.20-6.30.20
Campaign Goal
FLIGHT
GumGum’s Exclusive In-Video Format Drove Awareness on the Importance of Social Distancing
Live Demo
Excellent for:
• Awareness and consideration • User-friendly experience • Reach and scale across untapped video inventory
Performance
Ad Recall
13%
Ad Exposure Time
7.3s
Live Demos
COVID-19 doesn’t pick and choose, everyone can get it and while some people are more vulnerable, we all need to do our part, so our message is important to everyone. This campaign aims to protect communities across the country as well as provide mental health support, because we’re all #AloneTogether.
Geotargeting
Top keywords
Top publishers
Social Distancing Social Distancing Tips
US Adults
COVID 19
COVID-19 Update
COVID-19 Symptoms
Slow the spread
Stay Home
Social Distancing Tips
Top Keywords
Top Publishers
TARGETING IS KEY
GumGum partnered up with the Ad Council on their #AloneTogether initiative to generate awareness on the importance of social distancing, while providing general tips to slow the spread of COVID-19. With Survata’s support, we were able to conduct a brand study to measure the impact of our efforts.
10
51
21+
UPWAVE BRAND STUDY RESULTS
SURVEY PARTICIPATION
GumGum partnered up with the Ad Council on their #AloneTogether initiative to generate awareness on the importance of social distancing, while providing general tips to slow the spread of COVID-19. With Upwave’s support, we were able to conduct a brand study to measure the impact of our efforts.
Questions
Participants
28 Female • 23 Male
Ages
The GumGum Ad Council campaign was very successful in getting the message across. We saw significant lifts in Ad Recall and Action Intent KPIs.
Follow social distancing more diligently
14%
Visit the coronavirus.org website
Talk to friends & relatives about #AloneTogether
08%
Look for the #AloneTogether hashtag on social media or news
10%
Lift in Ad Recall
GUMGUM's In-VIDEO AD IMPACT
GumGum's In-Video #alonetogether campaign was very successful in getting the message across. We saw significant lifts in Ad Recall and Action Intent KPIs.
LIFT IN ACTION INTENT (USERS WERE MORE LIKELY TO...)
SURVATA BRAND STUDY RESULTS
Women were 2x more likely than men to follow social distancing guidelines after seeing GumGum’s #AloneTogether In-Video ad.
More likely to reach Parents who shop for groceries 2x/ week
Audience Composition
58%
112%
21%
More likely to reach P&G Shoppers
More likely to reach Moms
11%
82%
20%
Lifts observed in action intent and ad recall at an overall level originated from respondents situated in large cities.
Ad Recall (social distancing ads) lifts were significant among males while females were more likely to look up campaign related content online.
65% of consumers reported reading news / health content online.
90% updated themselves with coronavirus news at least once daily.
ADDITIONAL FINDINGS
2x
90%
65%
Ad RECALL
LIFTS
GUMGUM'S IN-VIDEO AD IMPACT
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