Dimetapp is a highly seasonal cold and flu medication that, historically, has had a low share of voice as more established brands have far bigger marketing budgets at their disposal.
That’s why it’s critical Dimetapp allocate their limited media funds during periods when people are most receptive and engaged with the category – when they’re first experiencing cold or flu symptoms.
Inspired by Google Flu Trends, we developed real-time triggers that used temperature, rainfall and online search interest data, to activate digital out of home, display and online video activity during times when there were spikes in category demand. We also designed weather triggers that enabled us to optimise creative messaging by city, depending on the current conditions.
The results for Dimetapp have been phenomenal, with the brand generating unit and revenue growth well into double digits, as well as seeing substantial gains in market share despite being outspent by the competition.