April APAC advertiser of the month: Brand's Thailand

Brand's Store has registered the biggest increase in advertising awareness in Thailand for the month of April. Data from YouGov BrandIndex, which tracks consumer perceptions toward brands on a daily basis worldwide, shows that Ad Awareness of the health supplements brand saw an uplift of nine percentage points over the four-week period.

The tonic maker recently promoted Songkran-themed gift sets of its bird's nest products (picture below), priced at a 25% discount at various retail chains like 7-11, Lotus's, BigC, Tops and The Mall.

Brand's bird's nest gift basket released for Songkran

It also worked with the traffic and highway police to distribute 50,000 bottles of its chicken essence soup nationwide, as part of a road safety campaign over the Thai New Year weekend.

According to data from YouGov BrandIndex, Brand's ad awareness score rose from 29% on 30 March to a high of 38.2% by 23 April. Ad Awareness is a BrandIndex metric that measures the percentage of people who have seen an advert from a particular brand in the previous two weeks.

Additionally, smartphone and consumer electronics maker Apple recorded an 8.4-point jump in the ad awareness index from 26.5% on 5 April to 34.9% by 18 April, while malted chocolate drink brand Ovaltine saw its Ad Awareness climb 7.8 points from 29.8% on 4 April to 37.6% by 22 April.

Methodology: A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” (% Yes). Data from surveys of adults aged 18 years and above residing in Thailand from 26 March to 25 April 2024. Ad Awareness scores are based on a four-week moving average. The change in scores for each brand is calculated by taking the difference between the highest and lowest scoring days within the period.