Anagram achieves positive brand lift for Pepsico Foods Mexico
Pepsico Foods Mexico asked Anagram to run a seasonal promotion for their brand Maria’s Gamesa to promote the cookie brand and drive awareness and reach. Anagram designed a video advertising campaign to be run via MediaMath to help the brand achieve its goals of reach. In addition, Anagram also ran a brand lift study with Nielsen.
Anagram used the MediaMath platform to run a video advertising campaign. Targeting from Lotame, Tail Target and Navegg amongst others was overlaid to more effectively reach the campaign audience. To guarantee brand safety for Maria’s Gamesa, Anagram overlaid a block list, as well as brand safety segments, particularly to avoid any references to war. Minimum VTR pre-bid segments were also used. They worked with MOAT, CM360 Adserver and Dataorama alongside the MediaMath platform. The brand lift study was a challenge as it did not use pixels from the landing page or site. Instead the team retargeted users who had seen the ad using MediaMath’s adaptive segments to reach users who had viewed the advertising campaign.
The VTR was a strong 88% and the DSP Total Spend CPM of 55.59MXN The results of the brand lift study were also positive and was able to be achieved without using pixels. Overall, the campaign also achieved its goal of reaching unique users.