New Delhi – June 16, 2019: Even though one in three people suffer from a stuffy nose in India only one in ten actually treat it*. Data suggests that environmental factors such as temperature, rain, wind, and clouds trigger searches for cold and flu symptoms.
To reach people in these moments of need, GSK Consumer Healthcare has partnered with Google Analytics for data-led solution. GSK’s Otrivin leverages Google’s ‘Ruled By Weather’ predictions, an automated tool that uses the Google Weather Prediction model to reach its consumers when cold and flu is most likely to strike.
With this data, Otrivin engages with its consumers during peak hours of search intent around cold- and flu-. Google has an alliance with the Indian weather department which gives it access to variables such as wind direction, forces and such. The predictive model helps GSK in reaching out to customers with a contextual message and also influences the supply chain, with GSK Consumer Healthcare partnering with a leading online pharmacy to boost its stock of Otrivin when demand is expected to be high.
Says Naveed Ahmed, Area Marketing Director, Otrivin, GSK Consumer Healthcare said, “Nasal congestion is a common problem due to weather changes, coupled with the increasing air pollution. Otrivin has always been a preferred brand by consumers and the present partnership with Google’s Ruled by Weather model is a big step towards ‘sharp-shooting’ our communication to our consumers at a time of need. The use of analytics is helping design our communication better and driving efficiencies in cost and supply chain management.”
This campaign has been awarded a Silver in the category of 'Innovative Use of Data & Analytics' at the recent Media Abby Awards(GoaFest) 2019, for its entry on ‘Cold and Flu Predictor’ campaign. The success of the campaign has enabled the brand to achieve twice the existing engagement and higher sales growth in all campaign active cities.
Otrivin is world’s leading nasal decongestant, distributed widely across the country and continues to be the top player in the nasal decongestant market in India as well
* Study conducted by Kantar IMRB amongst people aged 0-65 years, on respiratory ailments suffered by them in the *past 1 year on a total Sample of 12304 respondents (*28% exact number)