“GumGum’s Mindset Graph™ delivered fascinating insights and enabled us to optimize our L’Oréal Paris campaign in real time based on attention data. It clearly showed the connection between attention, brand perception, and purchase intent.”
(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. Working within the highly competitive anti-aging category, the brand needed to connect with the right audience, at the right time, in a way that respected user privacy and delivered tangible results.
The challenge was to leverage AI-powered contextual and attention intelligence to optimize in real time to reach high-value consumers more efficiently and turn attention into action. The goal was to demonstrate that a privacy-first, attention-focused strategy could outperform traditional reach-based approaches in both cost efficiency and brand impact.
At the center of the strategy was GumGum’s Mindset Graph™, a predictive AI engine that uses real-time attention signals to optimize contextual alignment and creative performance. This allowed L’Oréal to serve high-impact ads in environments where people were most receptive to beauty messaging, even when those environments weren’t traditionally skincare-focused.
Using GumGum’s Mindset Graph’s contextual intelligence, the campaign placed Revitalift alongside content consumers were already actively engaging with, from Beauty & Fashion, to new discovery categories like Food & Drink and Home & Garden. These weren’t just placements; they were moments where L’Oréal’s message felt contextually meaningful and emotionally relevant.
High-impact ad formats, including Desktop Skin and Hang Time, were designed to sustain user attention through large visuals and immersive storytelling. Creative elements were continually optimized through GumGum’s Creative Attention Tracker (CAT) and eye-tracking heatmaps, identifying exactly where and when users paid the most attention.
This setup allowed the campaign to adapt in real time, increasing attention while reducing the cost per attentive second and maximizing brand outcomes with fewer impressions.
The campaign achieved exceptional results across engagement and brand lift. Verified through an independent brand lift study and GumGum’s internal analytics, the results proved that L’Oréal’s attention-driven strategy was not only effective but more efficient.
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