Through GumGum's AI contextual targeting, our provocative 'So Many Dicks' campaign targeted a new audience where they naturally engage online — transforming boardroom diversity from a discussion point into an imperative. By getting in front of decision-makers directly, we can drive meaningful conversations that will change the board game for generations to come.
(industry benchmark 5.46%)
(industry benchmark .62%)
(benchmark 19%-20% for desktop skins)
e.l.f. Cosmetics launched its “Change the Board Game” initiative with the provocative “So Many Dicks” campaign calling out that there are more men named Dick (Richard, Rich, Rick) on U.S. public boards than entire underrepresented groups combined. Their goal was to shake up the status quo, spark urgent executive-level conversations around gender and racial equity, and boost momentum for more inclusive boardrooms.
This bold, data-driven storytelling set the stage for GumGum activations to precisely target C-suite and board members, without sacrificing brand safety (an important task given the campaign name!), ensuring that the message connected with the right people.
Pairing e.l.f.’s bold message with GumGum’s contextual AI, creative design, and real-time attention-measurement tech, e.l.f. was able to deliver their message to the right audience, in the right mindset and made an impossible to ignore impact.
Using contextual intelligence targeting, e.l.f. reached C-Suite executives, board members, and influencers within Economy, Business & Finance content, as well as content aligned with top business names such as Jeff Bezos and Elon Musk.
Analysis showed e.l.f.’s audience paid the most attention when their message ran alongside Sports content—unlocking new contextual opportunities to engage executives.
A mix of interactive units, such as those with quizzes, large in-image canvas, and scroll-stopping Hang Time mobile ads maximized CTR, interaction rates, and attention time.
By using GumGum’s Creative Attention Tracker (CAT), we discovered that viewers consistently paused mid-scroll the moment the line “It’s okay to be a Dick” appeared in the Hang Time unit, pinpointing exactly which copy commands the most attention. With this insight, e.l.f. can lean into that high-impact phrasing in future executions, tailoring creative to what they know will stop executives in their tracks.
By combining e.l.f.’s fearless messaging with GumGum’s AI-driven placement and attention insights, the partnership didn’t just deliver numbers, it supercharged a movement. e.l.f.’s campaign drove more than clicks and buzz by fueling boardroom dialogue on why diversity isn’t just right—diversity makes e.l.f.ing cent$.
(industry benchmark 5.46%)
(industry benchmark .62%)
(benchmark 19%-20% for desktop skins)
(when aligned with sports contexts)
(industry benchmark 70%)
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