We used micro-targeted video and display on Facebook, Twitter, Search and across Digital, showing people their local area sickscore, driving them to the closest Theraflu retailer, just before a nearby outbreak.

Using the Tracker’s data, we were also able to make ‘old’ media work as fast as programmatic. We worked with iheartmedia, modeling sickscore data against their expansive listener database, to programmatically decision radio in over 44 markets, optimizing investment as the flu hit different parts of the USA. Our market list changed at the same pace as the flu occurrences, hitting peak impression volume at the peak of the outbreak.

Finally, we integrated the tracker with the world’s largest retailer’s website, Walmart.com, with sickscores showing at a store level, so that potential sufferers were only one click away from Theraflu relief.

Our fast-moving media plan had a quick impact on sales: Theraflu sales were up 4% year on year during peak flu season (quarter 4 2016 vs 2015).

Of people exposed to the campaign we saw a 22% increase in sales

By creating a media plan that was faster than the flu, we put Theraflu top of mind and the top of shopping baskets.