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 to be displayed in web banners.

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

To create the Theraflu Tracker, we leveraged data from the National Institute of Epidemiology, analyzing more than 8 years of infection cases.Then we layered in weather data from more than 80 cities and considered over 50 variables, such as temperature, weather, humidity, etc. We also included the analysis of keywords trends in Google searches, and geolocated social media activity related to flu symptoms. This let us create a more dynamic and optimizated communication to impact our target with a real time message.

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.

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.