Elevate Cetaphil Awareness Using AI-Predicted Attention

Cetaphil, a leading skincare brand, aimed to increase awareness for its Hydrating Foaming Cream Cleanser amidst fierce competition. Collaborating with ADBRO, the campaign targeted skincare enthusiasts aged 18-44 across Malaysia. The campaign leveraged high-viewability placements and attention-tracking technologies to capture and engage the audience effectively.

The campaign achieved 7.8 million impressions with a 77% viewability rate, >91k clicks, and >635k engagements with the creative. The top-performing shopping format, attained an 81% viewability rate and a >1.2% CTR. In-market retargeting of the engaged audiences delivered 16% engagement rate with a CTR of 1.6%.

The brand lift study showed a 24% uplift in awareness and a 4% uplift in purchase intent. Overall, the campaign increased traffic to e-commerce platform, reduced user acquisition costs, and significantly boosted trial applications. 

The innovative use of Lumen's eye-gaze technology for real-time attention tracking and optimization set a new standard for digital campaigns. Lumen measurement for attention time.