Driving premium quality OLV for Movicol with mindset-based contextual intelligence on The Trade Desk

Challenges

Norgine, in partnership with their agency Havas, set out to launch a new OTC Movicol variant with clear objectives. The brand needed to build awareness among consumers while competing against established players in the category.

Methodology & Strategy

Norgine partnered with GumGum to design a contextual strategy that would reach consumers in the right moments and right mindset. By using insights from the Mindset Graph, the campaign identified relevant audience segments and activated them across premium OLV inventory through The Trade Desk.

Finding Movicol’s Audience

GumGum leveraged insights from the Mindset Graph to uncover moments when consumers would be most receptive to health and wellness messaging. Rather than simply targeting people browsing health content, the campaign focused on moments where mindset aligned with the challenges of living with constipation, including stress, parenting content, and everyday lifestyle environments.

Audience Engagement

By targeting contextually relevant moments, the campaign placed Movicol’s message within premium OLV inventory on The Trade Desk, ensuring the brand appeared in high-quality, brand-safe environments that mirrored real consumer experiences.

Performance & Results

The campaign proved that contextual targeting can deliver both quality and performance. By activating the right audience segments, Movicol saw measurable improvements in TVQI and stronger results than standard keyword targeting.

• Contextual segments delivered 4x higher TVQI versus keywords
• Drove efficient CPMs within premium OLV inventory
• Elevated brand presence in relevant, brand-safe environments

Quote

“Tapping into GumGum’s Mindset Graph™, we were able to connect with the right audiences in moments that mattered most through The Trade Desk. The results showed clear performance gains and validated contextual as a high-quality, scalable solution for our brand.”
— Tracy James, VP Marketing Consumer Healthcare, Movicol