This work is relevant for media because it gave us the opportunity to optimize not only our budget but our message, giving us the chance to create relevant communication for our target.

Cold season has become a major public health problem in Mexico.

Only in 2018, there were more than 23.8 million cases of acute respiratory infections and 500 deaths due to influenza; a great reason to make Mexicans understand the risk of the cold season.

We created the most accurate predictive model to calculate the risk of flu anywhere in Mexico.

This allowed us as a brand to create a targeted message to our consumers to make them understand the danger of this season.

Considering the cold season is a national problem; our target was every citizen in Mexico that could get the flu. That's why, our communication had to be accurate, and that was our insight for the media plan, giving us the chance to appear un every site of the Google Display Network.

During the 3 months of the cold season (from October to December) we had our predictive model in the Google Display Network making people aware of the danger in every state of Mexico. Every display banner lead to our e-commerce, this made us increase more than 200% our sales, also, this helped to reduce a 20% the influenza cases.

This action also had a viewability of 88% and more tan 17.000.000 impressions.

With only 200k USD media investment, we achieved unprecedented levels of costumers arriving at the website and close to a 200% increase in e-commerce sales.