Click to watch video (sadly not an embed-able YouTube video)
Sometimes (ok maybe more like all the time) us strategists feel the urge to come up with grand spectacular plans for brands. We want to devise something that will disrupt the market - changing the rules of our client’s verticals by revolutionising the way they serve their customers, distribute their products, etc.
But, there’s a lot of merit - no there’s a ton of merit in thinking small.
As Kleenex proves to us, a small idea to be in the right place at the right time simply by listening and reacting can drive massive impact for a business.
In case, you haven’t clicked the image to watch the video yet, Kleenex started using adaptive planning to ensure they were advertising their products exactly when they needed them. Here’s the bits you want to read:
“Mindshare then built a model using this data that allowed them to predict relevant flu outbreaks at city level, in real-time.
The agency used the data to adapt the media weight and targeting accordingly, to ensure that media was delivered to regions with flu and that every £ spent worked as hard as possible.”
And the results:
“96% of media spend went to regions of the country suffering a live flu outbreak.
Total sales increased 40% year on year in the first two months of the campaign - that’s a staggering 432,499 extra boxes sold”
I mean, examples like this, is what I love about technology today. Gone are the days where we have to rely heavily on building massive, loud, disruptive ideas to be heard by our audience (and unfortunately many other who don’t want to hear from us) to create heuristics to influence their purchase decisions when they finally go in store. Instead, we can help brands be on demand - be where we’re wanted when we’re wanted. Not only is this helpful to our audience and appreciated by those who fall out of our audience, but it also makes brands more efficient and effective with their budgets.
Sometimes it’s worth thinking small rather than grand…