Anagram uses Video to drive awareness for Pepsico Foods Mexico
CAMPAIGN OVERVIEW
Pepsico Foods Mexico partnered with Anagram and MediaMath to drive an awareness campaign for their product following the launch of their new product packaging.
The principal KPI was reach and Anagram set the following campaign benchmarks.
- Target VTR: 70%
- Target UU: 1.2M
- Target CPM: 80MXN
SOLUTION
Anagram decided to run a video campaign via MediaMath targeted toward men and women aged 16-44 within Mexico. Additional targeting from Retargetly, Navegg, Tail Target and Lotame were applied, aimed at reaching users interested in beauty, refreshments, concerts, McDonald’s, football, festivals, family, food, Pizza Hut, pop music, eating out, Chiste, Burger King, reggae, jokes, fun, cafes, theme parks and fast food.
Contextual segments from Peer39 were also applied across an Open Exchange strategy.
MediaMath’s integration with MOAT gave visibility on viewability performance. MOAT’S viewability tags were used to optimize the campaign towards higher viewability placements.
For brand safety Anagram also used a blocklist, the highest filter level to protect against suspicious or fraudulent traffic, as well as brand safety segments, content blocking against mentions of war and finally a minimum VTR.
RESULTS
The results overachieved anticipated benchmarks, reaching more than 2X the number of Unique Users planned.
Thanks to the targeting and brand safety tools available the campaign was able to surpass its KPIs. The programmatic campaign also helped to achieve the brand objective of reaching unique users, raising awareness of Cheetos Flamin Hot’s new packaging, and setting customer expectations.
- Target VTR: 70%
- VTR achieved: 85.43%
- Target UU: 1.2M
- UU reached: +3.2m
- Target CPM: 80MXN
- DSP Total Spend CPM achieved: 57.34 MXN
- Viewability Rate: 86.9%
