Campaign Media Awards 2013: Best Use of Research

Campaign Media Awards 2013: Best Use of Research

Kimberly Clark

The Indian summer of 2011, when Britons basked in the hottest October for 100 years, was good news for most of us – but not for the Kleenex marketers, as cases of colds and flu fell significantly.

The brand was looking for a more reactive communications strategy and, with self-diagnosis on the increase, Kleenex’s media agency, Mindshare UK, looked to Google Trends for inspiration.

The result was the creation of a paid search campaign that allowed cold and flu data to be analysed at a more local level than Trends could. This meant that the Kleenex Balsam marketing budget could be directed to areas suffering from cold and flu outbreaks.

The strategy has increased campaign effectiveness by 50 per cent, while Kleenex Balsam has seen a year-on-year sales increase of 40 per cent.

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Production companies hit out at IPA in escalating row

Academy, Blink, Rattling Stick and RSA Films are among 15 production companies that have hit out at the IPA's suggestion that ad agencies should be allowed to compete against them in the same pitch.

How easyJet transformed customer data into emotional anniversary stories
Shares0
Share

1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

Just published

More