Client name withheld under NDA.
Dog owners in Singapore are loyal to what their dog already eats. Most buy the same brand of kibble for years, and switching feels like a risk. Searches for dog food singapore are led by well-known imported brands, and newer categories like fresh food get only a small number of searches, such as fresh dog food singapore. A new homegrown brand cannot win on search alone, because hardly anyone is searching for it yet. It first has to become a name people recognise.
This brand cooked fresh dog food in Singapore and had launched four months earlier. It had a good product, about 20 pet shops stocking it and a small, keen following, but very few people knew it existed. A survey of 400 dog owners in Singapore found that 6% recognised the brand when shown its name and pack. Branded Google searches ran at about 380 a month, direct website visits at 1,150, and Instagram profile visits at 2,100. The founders were clear that the goal for this stage was not sign-ups or cost per order. They wanted dog owners to know the brand, so that every later sales campaign would start from a warmer audience.
We defined the audience narrowly: dog owners in Singapore who already spent on premium food or treats. The message was a single idea the founders could own, fresh food cooked locally and delivered frozen, shown through real dogs eating it. Before any ad ran, we ran the first awareness survey and recorded branded searches, direct visits and profile visits, so the campaign would be judged on clear before and after numbers.
A brand awareness campaign without a baseline cannot prove anything. The survey and search figures gave the founders numbers they could hold the campaign to, instead of judging it on likes.
We produced a 30-second film and cut it into 15-second and 6-second versions, plus vertical edits. It featured staff and customers' own dogs, the kitchen and the pack, with the brand name shown in the first three seconds and again at the end. Every version worked with the sound off.
Most awareness video is skipped within seconds. Showing the brand name and the pack early meant even a short view left a trace, which is what the survey later picked up.
The video ran on Meta, as Reels and Stories, and on YouTube, as short skippable ads and six-second bumpers. We bought on reach and capped frequency so the same person did not see the ads too often. Over four months the campaign reached 612,000 people in Singapore at an average frequency of 3.1 and drew 284,000 video views of 15 seconds or more. The social media ads were never optimised for purchases, because that would have narrowed the audience to people already close to buying.
Optimising for sales too early is the most common way new brands waste an awareness budget. The algorithm finds the few people already looking and ignores everyone else.
Six dog-owner creators with engaged local followings fed the food to their own dogs and posted honestly about it, labelled as paid partnerships. The best creator videos were also run as ads. We supported tasting days at four partner pet shops, with the dates promoted to people who had watched the video.
Creators gave the brand the thing ads could not: other dog owners vouching for it. The pet shop tastings turned awareness into a place people could meet the product.
In Month 4 we ran the second survey wave with the same questions and the same type of panel, then compared branded searches, direct visits, profile visits and stockist enquiries against the baseline. We also looked at which videos and creators held attention longest, to guide the next campaign.
Measuring the same way at the end as at the start is what makes the results credible. The founders could see exactly what changed and what the next stage should build on.
Over four months the campaign reached 612,000 people in Singapore at an average frequency of 3.1, with 284,000 video views of 15 seconds or more. Aided awareness among dog owners rose from 6% to 19%. Branded Google searches grew from 380 to 1,270 a month, direct website sessions from 1,150 to 3,020, and Instagram profile visits from 2,100 to 7,900. Followers grew from 3,400 to 9,800, and enquiries from pet shops wanting to stock the brand rose from 2 to 9 a month. Sales were tracked, but they were not the target for this stage.
Awareness from two online panel surveys of 400 dog owners in Singapore (before launch and in Month 4). Branded searches from Google Search Console and Google Ads Keyword Planner, direct sessions from Google Analytics, profile visits and followers from Instagram Insights, stockist enquiries from the client's inbox.
Survey wave 1, baseline numbers recorded, video and cut-downs produced, ads live.
Creator content and pet shop tastings added. Branded searches reached 820 a month by Month 3.
Survey wave 2 and final numbers. Branded searches reached 1,270 a month.
If you are launching a consumer brand in Singapore, agree how you will measure awareness first. A survey, branded searches and direct visits gave these founders a clear before and after.
Optimising a new brand's ads for purchases narrows them to the few people already looking. Buying reach with a frequency cap is what got the brand in front of new dog owners.
Branded searches more than tripled without any extra SEO work. When people know your name, they look for you, and that makes every later campaign cheaper.
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