Anchor Pedia Pro turns Market Entry into Measurable Brand Recall
In a crowded category, Anchor Pedia Pro School Champs 4+ moved from market entry to measurable recall, delivering a 2.2% absolute lift in brand recall on YouTube via DV360.
Anchor
In a crowded category, Anchor Pedia Pro School Champs 4+ moved from market entry to measurable recall, delivering a 2.2% absolute lift in brand recall on YouTube via DV360.
Anchor
Entering the baby nutrition category in early 2025, Pedia Pro School Champs 4+ faced the classic challenge of new product launches in mature markets. Despite strong product credentials, a clearly defined target audience, and the backing of Fonterra, the brand needed to establish awareness quickly and stand out among well-entrenched competitors.
The objective was not just visibility, but meaningful awareness – ensuring parents noticed, understood, and remembered the brand.
To strengthen awareness and clearly communicate its value proposition to parents, Pedia Pro rolled out a nationwide digital video campaign using Google’s Display & Video 360 platform.
The initiative focused on maximising reach and message visibility, while a Brand Lift Study was deployed alongside the campaign to independently measure its impact on brand awareness and recall, going beyond conventional media metrics to assess real shifts in consumer perception.
To strengthen awareness and clearly communicate its value proposition to parents, Pedia Pro rolled out a nationwide digital video campaign using Google’s Display & Video 360 platform.
The initiative focused on maximising reach and message visibility, while a Brand Lift Study was deployed alongside the campaign to independently measure its impact on brand awareness and recall, going beyond conventional media metrics to assess real shifts in consumer perception.
Reach among parents aged 25–45
Impressions exceeding planning forecasts
absolute lift in brand recall
Rather than optimising purely for reach, the campaign was refined continuously using Brand Lift data. These insights guided creative, frequency, and placement decisions, helping the brand improve message effectiveness and sustain awareness beyond the initial launch phase.
This impact-led optimisation approach ensured that exposure translated into memory, not just views.
Rather than optimising purely for reach, the campaign was refined continuously using Brand Lift data. These insights guided creative, frequency, and placement decisions, helping the brand improve message effectiveness and sustain awareness beyond the initial launch phase.
This impact-led optimisation approach ensured that exposure translated into memory, not just views.
Anchor Pedia Pro’s launch illustrates how brands entering crowded markets can move beyond visibility to measurable impact. By unifying video strategy, data, and measurement, the brand successfully converted market entry into sustained brand recall.
"Leveraging DV360 alongside the Brand Lift Study allowed us to precisely reach and engage the right audience, optimise the campaign in real time, and measure its true impact on brand perception.
This approach turned our relaunch of Anchor Pedia Pro 4+ into a data-driven success, delivering clear insights and tangible brand growth."
— Tharusha Hettiarachchi, Head of Brands – SPN, Culinary & Brand Advocacy
“Too often, brand campaigns are judged by reach alone. This execution challenged that mindset. Integrating DV360 with Brand Lift measurement allowed us to move beyond delivery metrics and evaluate true brand impact.
The success of Anchor Pedia Pro’s launch demonstrates that when brand building is approached with performance-level discipline, it delivers measurable and repeatable growth.”
Thashrif Gafoor, Founder of Jasmin Media
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