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Case Studies

Mazola: Awareness & Education of An A-maize-ing Corn Oil with GumGum

Date: 2nd Aug 2016

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Mazola worked with GumGum to educate potential consumers as to the health benefits or corn oil, using custom, in-image units for their target audience of women, aged 25-54. This is a good example of a test and learn approach, where the use of different ad units and audience/vertical targeting provided insights and learnings for future campaigns. With an overall engagement rate 3.6x higher than the industry benchmark and the Canvas ad unit driving 6.6x higher engagement, the campaign results proved that content and image-led ads, promoting the product as part of a healthy recipe captures the interest of their target audience.

Case Study Content

A case study in building awareness and educating consumers on the health benefits of corn oil.

Mazola makes a difference: Since its birth in 1911, the Mazola brand has been synonymous with great tasting, high quality products for you and your family. Mazola brand cooking oils are made of 100% pure oil with no additives, so the great flavour of your food comes through. Mazola brand cooking oils are naturally cholesterol free and have become a healthful tradition in American cooking.

The objective: Educate consumers that corn oil helps lower cholesterol more than extra virgin olive oil.

The solution: GumGum built custom in-image units to reach the targeted audience for Mazola of W25-54.

Campaign Insights:

  1. The Canvas unit was the highest performer, achieving a 3.49% CTR and a 22.17% engagement rate!
  2. The Lifestyle vertical was the highest performing category for the campaign, and should be used frequently in the future.
  3. Behavioural targeting was the most successful targeting tactic, as it allowed the client to target health-minded cooks, rather than just healthy recipes (contextual).

The results:

0.42% CTR - 7x higher than industry benchmark of 0.06%
10.4% engagement - 3.6x higher than industry benchmark of 2.9%
45.46% attention quality - 1.6x higher than industry benchmark of 28%

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