Otrivin partners with Google to reach consumers with real-time, weather-based campaigns

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

by exchange4media Staff
Published - Jun 14, 2019 2:20 PM Updated: Jun 14, 2019 2:20 PM
Otrivin and Google

Seasonality is a primeval factor in countries like India, where climate variations and weather patterns play an important role in a consumer’s health, attire and also their decision to travel. 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 a 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.

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.”

The success of the campaign has enabled the brand to achieve twice the existing engagement and higher sales growth in all campaign active cities.

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