@AnkerOfficial succeeded in building awareness, engagement, and purchase consideration with its hybrid brand awareness and product launch campaign on Twitter. During the campaign, the brand gained 5.9 times its daily average followers. It achieved 100,000 Tweet engagements, 3.9 million video views, and over 10 million impressions.
Nielsen Brand Effect metrics showed that @AnkerOfficial met its branding goals. It saw a 41 percentage point (pp) lift in brand awareness and a 27pp lift in brand familiarity amongst exposed respondents.
Exposed engagers and exposed respondents on Twitter showed significant lifts in key brand effect metrics: Tweet recall, brand awareness of Anker, and intent to purchase Anker chargers. The exposed engagers showed higher lifts across most brand effect dimensions. Compared to the control group, they showed a 43pp lift in Tweet recall, a 41pp lift in brand awareness, a 38pp lift in familiarity, and a 14pp lift in purchase intent.