Prospan
Don’t Ignore a Cough
Potential
When we were briefed to help drive sales for Prospan, a kids’ cough remedy, with no real brand presence and a modest budget. we knew we needed to do something special.
Rather than competing with pharma-giant budgets to get Prospan’s name in front of mums, research showed our main competitor, was in fact apathy. It seemed most mums were reticent to medicate their children, instead assuming coughs would sort themselves out over time.
Through research we discovered there was a small window of opportunity – from when the cough first started, till they started search for a remedy.
Realised
Our solution: we created the world’s first cough predictor. This used first party data with social, temperature, pollution and Medicare data, and to build and predict when and where coughs occurred around the country.
Our real-time cough predictions then dictated when media budgets should be turned on… and off. For our programmatic and social buy, instead of simply targeting all mums, we hyper-targeted only mums and regions who were primed to take action.
Proving that intelligent data driven smarts can help brands realise their potential in competitive categories.
The Results
- 54% increase in click-through rates
- 27% increase in sales
- 67% decrease in media costs
