Why is this work relevant for Media?

This campaign is a demonstration for media creativity. Agency leveraged real time data & technology to activate media campaign customized, yet at scale, to local market weather conditions, deliver brand message with high relevance to potential consumers and achieve amazing results.

Background

Rhinocort, a nasal allergy relief brand, was expanding its business footprint in China and launched its over-the-counter (OTC) product in 2018 across 312 cities in 28 provinces. The ambition for Rhinocort is to become the number 1 nasal allergy brand in China, a challenge for a new entrant into the Allergic Rhinitis (AR) category against a tough competitor Flixonase. In fact, Flixonase was almost monopolizing the category with its heavy investments in high reach media, enjoying a 22% aided awareness and its brand search index being 3 times more than other brands. In contrast, Rhinocort’s aided brand awareness was at a much lower 16%. The campaign objective was to create awareness for Rhinocort during the allergy season, triggering consumer interest in those markets where Rhinocort was listed by quickly establishing Rhinocort as a reliable, effective and long-lasting anti-inflammation product which could provide fast relief for multiple allergic rhinitis (AR) symptoms.

Describe the creative idea/insights (30% of vote)

Research found: the incidence rate of AR in China is 17.6%. Sufferers would generally turn to lifestyle management strategies. Only when suffers are annoyed by allergy symptoms, triggered by air pollution, weather changes or pollen count, they would seek instant relief. From a global study: • Allergies sufferers cannot be defined by demographics or lifestyle & attitudinal statements. Allergy triggers motivate sufferers' actions. • Allergies sufferers are savvy seekers of symptom relief where brand familiarity is a proxy for safety & trust; and speed of relief & active ingredients matter most. Solution was to activate Rhinocort at the moments that matter – when pollution and weather changes, leveraging these triggers to build brand reach and relevance. Targeting precisely, yet at scale – across 300+ markets in 28 provinces, covering expansive geographic locations with varying weather & pollution conditions, we turned to data technology to deliver the necessary local market customisation.

Describe the strategy (20% of vote)

Our strategy was to activate communication at exactly the moments that matter – when pollution and weather changes hit, leveraging these triggers to build brand reach and relevance. To target precisely and yet at scale – across 300+ markets in 14 provinces, covering expansive geographic locations with varying weather and pollution conditions, we turned to data technology to deliver the necessary local market customization. Working with “weather.com”, a site monitors real time local weather conditions across China, we built a custom dashboard plugged in real time local weather data feeds from “weather.com” and activate communication market by market based on local weather conditions 24/7. Online videos are deployed programmatically to each of the local markets based on the weather triggers, communicating Rhinocort's fast and long lasting relief of allergic rhinitis symptoms to sufferers.

Describe the execution (20% of vote)

We built a custom dashboard to plug in the weather data feeds from “weather.com”, monitoring local air quality data including allergy index and air quality index, along with hazardous weather, sudden temperature changes, sandstorms or frost warnings. The campaign is activated and optimized based on these weather data feeds in all markets, real time, 24/7. Online video is served out programmatically to each local markets once activated, communicating the brand fast relief of allergic rhinitis symptoms. We purposely allocated 100% inventory to top 3 online video publishers, iQiyi, Youku &Tencent video, to safe guard brand safety and maximize cost efficiency. Campaign scheduled from September 4th to November 26th, 2018, covering the entire Fall allergy season. Total geographic coverage: 312 markets in 28 provinces in China

List the results (30% of vote)

Brand & Sales metrics • Aided brand awareness grew by 7% (from 16% to 23%), during campaign. • Brand sales doubled versus the same period last year. • Brand also grabbed 7% share from competitors. Media metrics • The campaign delivered 153million unique viewers of which 35.12% are allergic rhinitis sufferers, 2X national incidence rate. • Click through rate for the banners were also 58% higher than category benchmark. • Baidu search index for the brand also doubled.