Winter was coming, and along with it came the usual horde of cough remedies vying for attention. Our challenge was to help Prospan, a natural cough medicine, cut through the clutter of brands over winter – but on a tiny budget. So instead of simply saying we were the best, like all our competitors, we had to engage healthcare professionals and mums (the primary caregivers) with a completely original approach.
Through our qualitative research and analysis of online search patterns, we discovered that huge pharma budgets weren’t our main competition – apathy was the enemy. We identified that healthcare professionals and mums aren’t often compelled to treat a cough with medicine as they think that, in most instances, the child will recover from a cough over time. This led to our core creative idea of ‘don’t ignore a cough’.
For our programmatic and social buy, instead of simply targeting all mums, we looked to pioneer the science behind predicting a cough – hyper-targeting only mums who were primed to take action. To do this, we overlayed first party data with social, temperature, pollution and Medicare data building the world’s first cough simulator. Our in real-time cough predictions then dictated when media budgets should be turned on…and off.
Since launch, click-through rates have surged by over 54%, with cost per click dropping by 67% – drastically reducing media costs and allowing our activity to stretch longer over the winter months.
But best of all, total unit sales have increased by 27% – proving the power of data is something you just can’t ignore.
Awards to date:
- 2016 MSiX Awards: Finalist in Best Use of Clever Data