Wednesday, January 25, 2012

Vicks use clever targeting based on 3 types of data

This is very smart, and shows how brands can use the new sorts of data that are available to them.

Vicks used historical data from Google Flu Trends (see earlier) to predict which areas were most likely to be affected by flu outbreaks.  They then advertised their Behind Ear Thermometer on mobile apps in these areas, but only to mothers, where they could identify them.

So they:

Constructed a model using historical search data
Advertised within apps, using geo-targeting
Chose apps that had collected user data, like Pandora, to target further demographically

Full info on Springwise

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