Anker, known for its charging accessories, launched its Nano Series charger in the US market. Wavemaker and WPP Media’s Advanced TV campaign significantly boosted brand awareness and product consideration, exceeding industry benchmarks.
Anker faced the challenge of building brand recognition and driving product awareness for its new Nano Series, the fastest USB-C to iPhone charger, in the highly competitive US market during the crucial holiday season.
The need was to cut through the noise and reach the right audience effectively to establish Anker as a leading brand in charging accessories.
Anker strategically chose WPP Media Advanced TV solution for its ability to reach a large and targeted audience. Leveraging data-driven insights, the team used Audience Planner to build custom audiences of iPhone owners with $50K+ household income, and within ZIP+4 level, ensuring their message reached the most receptive consumers. The campaign aired across premium Connected TV environments with quality, curated content to maximize visibility and engagement. The campaign performance was continuously optimized based on real-time engagement data, ensuring maximum impact and efficiency.
Anker's Advanced TV campaign proved highly successful in achieving its objectives. The campaign reached over 7 million households, demonstrating significant reach within the target market. Engagement levels were exceptional, with a 97% average video completion rate, indicating strong audience interest and message resonance.
Furthermore, the campaign delivered a 3.4% lift in product awareness, a 2.8%* rise in online ad awareness, a 4.4% lift in key message recall, and a 2.9*% lift in brand recommendation, exceeding industry benchmarks and demonstrating the campaign's effectiveness in driving brand metrics.
Anker's strategic approach to Advanced TV advertising resulted in a resounding success, effectively building brand awareness, driving product consideration, and solidifying their position in the competitive charger market.
*statistically significant lift
Anker Nano Campaign Review & Brand Lift Study Data Source: Dynata
