Case Study: Kleenex Connects with Cold and Flu Audiences Through Digital Out-of-Home
One of the many examples of how the pandemic upended Americans’ usual routines was the 2020-21 cold and flu season or, more accurately, the lack thereof. Experts attribute the record lows in common seasonal cases to increased hygiene awareness, regular mask wearing and social distancing during COVID-19. While the decline in symptoms was good news for consumers, it presented a challenge for household brands that count cold and flu season as one of their busiest times of year.
Such was the case for Kleenex®, the category leader in the facial tissue space. With the mildest cold and flu season in at least 20 years leading to lower-than-expected demand for its products, Kleenex had to find ways to make its advertising media work harder and smarter.
Watch the video below and read on to learn how they did it.
This panel discussion was part of the DPAA’s CPG DOOH Event. Click here to watch the full session.
Kleenex Delivers Its Message to Audiences at the Right Place and Time
Aiming to drive top-of-funnel KPIs like impressions and sales at a time when health was top of mind, Kleenex zeroed in on delivering ads that educated shoppers on the brand’s value proposition and gave them a reason to repurchase.
Kleenex also got more strategic with its media spend, using Quotient’s digital out-of-home (DOOH) technology to target the top 20 designated market areas (DMAs) that were dynamically indexed for cold and flu triggers. Additionally, the campaign focused on consumers who fell within specific age groups, were brand or category buyers and were located within a certain radius of a pharmacy or urgent care center.
By engaging with these highly qualified audiences, the Kleenex campaign gained new households and delivered an impressive $18.33 return on ad spend (ROAS)—exceeding the $10 industry benchmark for household.
How Brands Can Leverage These Tactics for Future Drive Periods
As we prepare for the 2021-22 cold and flu season, it’s time for advertisers to start thinking about how they want to connect with consumers. Through its targeted efforts, Kleenex came away with some learnings that can be applied across DOOH campaigns—regardless of the timing or category.
- Use an audience-based approach to identify the ideal inventory to engage with the right consumers.
- Deliver relevant messages at the right time to engage when purchase intent is high.
- Capitalize on the advantages of dynamic, programmatic campaigns by measuring and optimizing in near-real time.
- Identify the right partners who can deliver on these capabilities.
Kleenex maintains a presence across the media spectrum, including print, digital, TV and more. The key is understanding how a diverse set of available tools can work together to connect with consumers across the shopper funnel.