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KLEENEX 感冒
案例简介：结果和有效性 在 2012 的感冒和流感季节，英国 96% 的媒体支出流向了该国爆发流感的地区。 前两个月总销售额同比增长 40%。 卖出了惊人的 432,499 盒纸巾。 Kleenex 现在可以感冒了。该品牌可以对英国发生的感冒和流感疫情做出反应和反应 -- 即使冬季推迟 -- 最大限度地增加投资和利润。 创意执行 利用这一洞察力，我们分析了谷歌 18 个月内与感冒和流感相关的词汇的搜索趋势，并将其与其他数据进行了比较。这包括拨打政府健康热线和医生就诊。我们建立的模型允许我们在城市层面实时预测相关的流感爆发。Kleenex 不仅可以在疫情发生时将注意力集中在经历疫情爆发的城市，而且这种适应性规划工具还可以防止营销预算在无流感区被浪费。使用战术频道，如无线电、移动和数字显示，消息可以快速发出，并在爆发时捕捉到它。在竞选中投入的每一分钱都是最大化的。 见解、战略和想法 你如何使用谷歌来判断何时会有人感冒？这是我们对纸巾独特问题的解决方案。有史以来第一次，每年一度的面巾纸香脂运动 -- 一种舒缓的面巾纸/香膏 -- 在 2011年被破坏了。通常，英国人从 10月到 2月会感冒和流感。这就是 Kleenex 发起运动的时候。但那年英国的 10月是 100 年来最热的。天气变得非常不可预测。因此，为了将 Kleenex 的活动从未来的废墟中拯救出来，我们开发了一种独特的适应性规划策略。我们的观点: 几年前，感冒和流感患者去看医生。今天，他们去谷歌。这种对消费者行为根本变化的洞察让我们能够使用搜索引擎实时查明全国爆发流感的城市。所以我们可以把活动集中在相关的地方。
KLEENEX 感冒
案例简介：Results and Effectiveness In the 2012 cold and flu season, 96% of Kleenex UK’s media spend went to regions of the country suffering a live flu outbreak. Total sales increased 40% year-on-year in the first two months. That’s a staggering extra 432,499 boxes of tissues sold. Kleenex can now catch the colds. The brand can react and respond to cold and flu outbreaks as they happen in the UK – even when winter is delayed – maximizing investment and profits. Creative Execution Using this insight, we analysed search trends on Google over 18 months for words related to colds and flu and compared it to other data. This included calls to Government health lines and doctor visits. The model we built allowed us to predict relevant flu outbreaks, at city level, in real time. Not only could Kleenex then focus on cities experiencing an outbreak as it happened but this adaptive planning tool prevented marketing budget being wasted in flu-free zones. Using tactical channels like radio, mobile, and digital display, the message can get out quickly and catch an outbreak as it is occurring. Every penny invested in the campaign is maximised. Insights, Strategy and the Idea How do you use Google to tell when someone will catch a cold? This was our solution to a unique problem for Kleenex. For the first time in its history, the annual campaign for Kleenex Balsam – a soothing range of tissues/balms – was ruined in 2011. Normally, Britons catch colds and flu from October to February. That’s when Kleenex launches its campaign. But the UK had the warmest October for 100 years that year. The weather is becoming highly unpredictable. So to save Kleenex’s campaign from future ruin, we developed a unique adaptive planning strategy. Our insight: years ago, people with colds and flu saw a doctor. Today, they go to Google. This insight into a fundamental change in consumer behaviour allowed us to use a search engine to pinpoint cities nationally with flu outbreaks, in real time. So we could focus the campaign where it was relevant.
KLEENEX CATCHES COLDS
案例简介：结果和有效性 在 2012 的感冒和流感季节，英国 96% 的媒体支出流向了该国爆发流感的地区。 前两个月总销售额同比增长 40%。 卖出了惊人的 432,499 盒纸巾。 Kleenex 现在可以感冒了。该品牌可以对英国发生的感冒和流感疫情做出反应和反应 -- 即使冬季推迟 -- 最大限度地增加投资和利润。 创意执行 利用这一洞察力，我们分析了谷歌 18 个月内与感冒和流感相关的词汇的搜索趋势，并将其与其他数据进行了比较。这包括拨打政府健康热线和医生就诊。我们建立的模型允许我们在城市层面实时预测相关的流感爆发。Kleenex 不仅可以在疫情发生时将注意力集中在经历疫情爆发的城市，而且这种适应性规划工具还可以防止营销预算在无流感区被浪费。使用战术频道，如无线电、移动和数字显示，消息可以快速发出，并在爆发时捕捉到它。在竞选中投入的每一分钱都是最大化的。 见解、战略和想法 你如何使用谷歌来判断何时会有人感冒？这是我们对纸巾独特问题的解决方案。有史以来第一次，每年一度的面巾纸香脂运动 -- 一种舒缓的面巾纸/香膏 -- 在 2011年被破坏了。通常，英国人从 10月到 2月会感冒和流感。这就是 Kleenex 发起运动的时候。但那年英国的 10月是 100 年来最热的。天气变得非常不可预测。因此，为了将 Kleenex 的活动从未来的废墟中拯救出来，我们开发了一种独特的适应性规划策略。我们的观点: 几年前，感冒和流感患者去看医生。今天，他们去谷歌。这种对消费者行为根本变化的洞察让我们能够使用搜索引擎实时查明全国爆发流感的城市。所以我们可以把活动集中在相关的地方。
KLEENEX CATCHES COLDS
案例简介：Results and Effectiveness In the 2012 cold and flu season, 96% of Kleenex UK’s media spend went to regions of the country suffering a live flu outbreak. Total sales increased 40% year-on-year in the first two months. That’s a staggering extra 432,499 boxes of tissues sold. Kleenex can now catch the colds. The brand can react and respond to cold and flu outbreaks as they happen in the UK – even when winter is delayed – maximizing investment and profits. Creative Execution Using this insight, we analysed search trends on Google over 18 months for words related to colds and flu and compared it to other data. This included calls to Government health lines and doctor visits. The model we built allowed us to predict relevant flu outbreaks, at city level, in real time. Not only could Kleenex then focus on cities experiencing an outbreak as it happened but this adaptive planning tool prevented marketing budget being wasted in flu-free zones. Using tactical channels like radio, mobile, and digital display, the message can get out quickly and catch an outbreak as it is occurring. Every penny invested in the campaign is maximised. Insights, Strategy and the Idea How do you use Google to tell when someone will catch a cold? This was our solution to a unique problem for Kleenex. For the first time in its history, the annual campaign for Kleenex Balsam – a soothing range of tissues/balms – was ruined in 2011. Normally, Britons catch colds and flu from October to February. That’s when Kleenex launches its campaign. But the UK had the warmest October for 100 years that year. The weather is becoming highly unpredictable. So to save Kleenex’s campaign from future ruin, we developed a unique adaptive planning strategy. Our insight: years ago, people with colds and flu saw a doctor. Today, they go to Google. This insight into a fundamental change in consumer behaviour allowed us to use a search engine to pinpoint cities nationally with flu outbreaks, in real time. So we could focus the campaign where it was relevant.
KLEENEX 感冒
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KLEENEX CATCHES COLDS
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