Vicks Mobile Ad Campaign: People’s Insights Volume 1, Issue 52

crowdsourcing | storytelling | citizenship | social data

People’s Insights: Volume 1, Issue 52

Vicks Mobile Ad Campaign

Innovative ad targeting campaign In early 2012, Vicks combined several layers of data to reach U.S. moms in high flu zones with mobile ads for their premium Behind Ear Thermometer.

springwise.com

The mobile experience Moms received in-app ads which warned them that they were in high flu zones and directed them to the closest retailer. On clicking the ads, moms were shown a video on the benefits of the thermometer.

1) nytimes.com, 2) mmm-online.com

Layer 1: Google flu data Vicks used Google Flu trends to find out which areas were experiencing high incidences of flu. Google uses search trends and IP addresses to determine the locations, and provides this data for free online.

1) nytimes.com, 2) google.org/flutrends/us/#cities

Layer 2: Demographic data Vicks was able to reach moms and expecting moms through mobile apps such as Pandora which collect user data including age, gender, marital status and whether they are parents.

nytimes.com

Layer 3: Location data Vicks used real-time data from location based mobile advertising network Where.com to target moms when they were within 3 miles of a closest retail store that stocks the Behind Ear Thermometers.

site.where.com

Highly relevant proposition Thinkers point out that the ad campaign is highly relevant as it reaches only moms that meet all the targeting criteria and at a time when they are most likely to make the purchase.

drugstorenews.com

Privacy is a rising concern Marketers and healthcare specialists predict that the increasing power and possibilities of targeting options will lead to a widespread debate on protection of privacy and call for newer and more relevant laws.

View the full Privacy Infographic – June 2011 at gsma.com

Targeted ads are “creepy” Thinkers point out that targeted ads and location-based ads can creep out consumers, and that campaigns should be designed to appear less targeted to avoid ‘spooking out’ consumers.

digiday.com

Big Data Big Data has been receiving an increasing amount of attention in recent months, as the amount of data captured increases and brands become more data savvy.

mckinsey.com/insights

More People’s Insights Weekly reports Every week, we dive into one topic for discussion on the MSLGROUP Insight’s Network and discuss insights and foresights, in four key areas: crowdsourcing, storytelling, citizenship and social data.

Crowdsourcing

Storytelling

Citizenship

Social Data

Mahindra Spark the Rise

@MarsCuriosity

#Kony2012

MTV Fantasy Election

For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/

Read People’s Lab insights and foresights The People’s Lab team shares the insights and foresights from the MSLGROUP Insights Network on the People’s Insights weekly blog and the People’s Insights Quarterly magazine.

MSLGROUP Insights Network

People’s Insights weekly blog

People’s Insights Quarterly magazine

50+ MSLGROUP planners share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling.

We deep dive into conversations around one project -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights.

Every quarter, we will compile the best insights from the network and the blog in the iPad-friendly magazine, as a showcase of our capabilities.

For more, visit http://peopleslab.mslgroup.com

People’s Insights Annual Report In January 2013 we will publish the ten-part People’s Insights Annual Report, in which we synthesize our insights from 2012 and provide foresights for business leaders and change-makers for 2013.

Now & Next: Future of Engagement

Part 1: Crowdfunding

Part 2: Behavior Change Games

(coming soon as an iPad app) Subscribe to the report at: http://peopleslab.mslgroup.com/peoplesinsights/annual-report/

People’s Lab: Crowdsourcing Insights & Innovation People’s Lab is MSLGROUP’s proprietary crowdsourcing platform and approach that helps organizations tap into people’s insight for innovation, storytelling and change.

For more, visit http://peopleslab.mslgroup.com

For People’s Lab solutions, contact pascal.beucler@mslgroup.com