Screwfix Reached Tradespeople Beyond the Job Site Through Mindset Targeting

CTR across top-performing contextual environments

3.71%

VCR across entire campaign

76%

viewability with Velocity unit

93%

Challenges

For Screwfix, driving awareness and engagement meant reaching skilled tradespeople beyond the moments they were actively thinking about work. Electricians, plumbers, builders, and contractors consume a wide variety of content throughout the day, making it increasingly important to understand the broader interests and mindsets that influence how they engage online.

To maximize awareness and CTR, Screwfix needed a strategy that could identify not just where tradespeople were consuming content, but when they were most receptive to the brand's message.

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Methodology & Strategy

Using GumGum's Mindset Graph™, Screwfix activated a contextual strategy designed to identify the moments and environments where tradespeople were most engaged and receptive.

Rather than limiting activation to content directly related to construction or the trades, the campaign leveraged mindset signals to uncover the broader interests and passions that define this audience beyond the job. By combining high-impact creative formats with mindset-based contextual,, Screwfix connected with tradespeople in moments where they were naturally attentive, creating meaningful opportunities to build awareness and drive engagement.

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Results

Combining GumGum’s Mindset Graph™ with high-impact creative formats helped Screwfix successfully drive awareness and engagement across premium inventory while uncovering new opportunities to connect with audiences beyond expected contextual environments.

The campaign proved that contextual performance is strongest when brands align with audience mindset rather than relying solely on category-based targeting. By identifying moments where audiences were already attentive and engaged, Screwfix was able to exceed CTR benchmarks, sustain strong video engagement, and maintain exceptional viewability throughout the campaign.

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Finding Screwfix’s Audience

The campaign demonstrated that tradespeople should not be defined by their profession alone. While work-related content remained relevant, some of the strongest engagement came from audiences consuming content tied to their broader interests and everyday passions.

By looking beyond occupational targeting and instead understanding the mindset of tradespeople, GumGum identified high-attention moments where Screwfix messaging naturally resonated. These insights reinforced that tradespeople engage with content just like any other audience, moving fluidly across interests throughout the day.

The campaign proved that reaching tradespeople isn't about waiting until they're researching tools or construction techniques. It's about understanding the full spectrum of their interests and showing up when they're most engaged, regardless of the content they're consuming.

Audience Engagement

Creative performance remained consistently strong throughout the campaign, with both the Velocity and Hangtime Video formats exceeding their respective CTR benchmarks.

Strong video completion rates and high viewability reinforced the effectiveness of pairing premium creative formats with mindset-driven contextual targeting. By aligning creative with highly attentive moments, Screwfix was able to drive meaningful interaction while maintaining strong visibility and sustained audience attention.

The campaign also uncovered valuable learnings around how audiences engage with Screwfix messaging outside of traditional construction or improvement environments, opening the door for broader contextual expansion in future campaigns.

3.71%

CTR across top-performing contextual environments

76%

VCR across entire campaign

93%

viewability with Velocity unit

The campaign gave us a broader understanding of how to reach tradespeople beyond traditional industry environments. By aligning our messaging with the moments and interests that matter to our audience, we were able to build stronger engagement while expanding our view of where our customers spend their time online.

The Screwfix Team