The popular Bangladeshi brand teamed up with Httpool to run a Meta video campaign during Ramadan. The videos highlighted the nutrition and taste benefits of MARKS’ flagship product, resulting in a +4.3pt lift in top-of-mind awareness amongst 25-34 years olds.
Trusted family nutrition
First launched in 1997 in Bangladesh, MARKS Full Cream Milk Powder has secured its place as a trusted and tasty household name. The brand is known – and loved – by consumers of all ages for having essential vitamins and minerals for complete family nutrition.
“As the leader in the premium milk segment, MARKS tries to be in tune with evolving consumer needs and preferences. We are glad that our new communication
approach resonated well, specifically with young homemakers.”- Naushad Chowdhury, Director, Brand Marketing, Abul Khair Group
“Meta is a promising platform, as digital advertising media and its analytics are useful for campaign performance evaluation. Thanks to our partner Httpool for helping us with effective targeting and providing impactful solutions.”- Nazmul Hasan, Head, Digital Deployment & Technical Services, AKG Digital
THEIR GOAL
Brand awareness with video
MARKS wanted to use mobile-first Meta video campaigns to become the trusted choice for family nutrition and taste in the milk powder market.
THEIR SOLUTION
Milking Meta video ads
Httpool collaborated with MARKS’ parent company, Abul Khair Group (AKG) Digital, to create short, mobile-first videos to replace the company’s previous long TV commercials. The videos followed Meta’s creative best practices and Httpool’s recommendations to introduce the logo within the first 3 seconds to boost recall and deliver the message with captions in the first 6 seconds to ensure a sound-off strategy. With a focus on brand awareness, the AKG Digital team followed Httpool’s media recommendations on optimal buying for reach and frequency, helping the company reach the maximum number of users at the max frequency cap. Automatic placements helped widen the audience by enabling more opportunities to reach customers across Meta technologies. This gave Meta the ability to show ads in the lowest cost placements, reducing overall cost per outcome and creating maximum impact. A Brand Lift test measured the incremental impact of the campaign.
