Karcher

Driving Brand Outcomes Through High-Attention Media

Spontaneous Brand Awareness Among Highly Attentive Users (compared to just +1% among low attention exposures)

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Prompted Awareness Versus +2 for low attention groups

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Highly Attentive Users Were likely to take action after seeing the ad

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Award Winner

Industry

Retail

Region

EMEA

Challenges

Kärcher, a global leader in cleaning technology, sought to enhance awareness of their indoor steam cleaner and window vac. Partnering with Starcom and GumGum, Kärcher aimed to leverage high-attention media to better understand and connect with their audience and to drive improved campaign outcomes.

Methodology & Strategy

Using GumGum’s advanced Mindset Platform, we crafted a strategy that combined High Impact Creative formats with cutting-edge contextual targeting. Our goal was to perfectly align Kärcher’s messaging with their target audience’s interests.

Through pre-campaign analysis, GumGum’s contextual intelligence identified key content categories — Home & Garden, Household Supplies, Lifestyle, and Entertainment— that resonated most with Kärcher’s audience. This insight guided the creation of bespoke, attention-grabbing ad formats, including Interactive Skins, In-Image Video, In-Screen Expandable Video, and our exclusive mobile Hangtime solution.

By deploying GumGum’s contextual intelligence tool, we pinpointed the exact moments when Kärcher’s audience was most engaged with relevant content. This allowed us to place Kärcher’s ads where they would capture the most attention, ensuring maximum relevance and impact.

Performance & Results

To measure the campaign’s effectiveness, we collaborated with OnDevice Research to conduct a brand uplift study. This study segmented users based on their level of attention to Kärcher’s ads, validating the correlation between high attention and improved brand outcomes.

These findings clearly demonstrate that attention-driven advertising significantly boosts brand perception and solidifies Kärcher’s image as a premium, high-quality brand.

Awards

The Drum Awards EMEA Marketing
Best Use of Data and Insight