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Challenges
Martini, the renowned Italian vermouth brand, faced the challenge of staying relevant amidst the rise of modern aperitivo trends dominated by newer players like Aperol. Historically perceived as an old-fashioned brand, Martini needed to modernize its image and reconnect with contemporary consumers.
To address this, Martini launched the new "Dare to Be" campaign, a strategic effort to reposition the brand as a vibrant and sophisticated choice for today’s aperitivo culture. This initiative aimed to not only refresh Martini’s image but also affirm its leadership in the evolving aperitivo market.
Methodology & Strategy
We paired our advanced AI technologies with high-impact, stand-out creative to build a successful awareness strategy for Martini.
GumGum’s Contextual AI is the first ad tech to receive content-level accreditation from the MRC for contextual analysis, brand safety and suitability across CTV, desktop and mobile web environments. This intelligence scans a webpage or video, processing the text, image, audio, and video content signals to identify the context categories, audience insights, trends, sentiment, and suitability of the content.
Using this Advanced Contextual AI, we aligned the Martini ‘Dare to Be’ message with contextually relevant content across our quality inventory, finding alignment among content focused on cocktails, travel, entertainment, food and drink, summer, and lifestyle.
We then used GumGum’s Attention platform, which predicts Attention Time across our inventory set & extrapolates data from real human eye-tracking models to understand the success of ad creative, to optimize ad effectiveness using attention metrics. By monitoring and measuring the creative throughout the campaign we were able to understand how much time consumers were viewing and interacting with Martini’s message and creative.
Performance & Results
Martini’s campaign achieved significant increases in brand awareness and future purchase intent, boosting the Martini brand and solidifying their placement in lifestyle conversations.
The use of Artificial Intelligence for contextual alignment helped strategically build a campaign that resonated with key audiences, confirmed by attention time tracking and a Lumen brand lift study.
Overall, this campaign helped Martini to not only increase their brand presence and awareness with their it helped them modernize their brand perception through impactful brand creative and visuals, solidifying their prominent placement in the beverage market.
