Swine Flu Drives More Sales Than TV Ads by Augustine Fou


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Using search volume as a proxy for demand, we can show that swine flu and h1n1 drove more sales for Purell than any of their expensive, albeit clever, TV ads.

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Swine Flu Drives More Sales Than TV Ads by Augustine Fou

  1. 1. Swine flu drives Swine flumore sales than tv drives more salesadsthan tv ads Dr. Augustine Fou http://www.linkedin.com/in/augustinefou April 26, 2012.
  2. 2. Executive Summary • If you currently spend a lot of money on TV ads, know that there are other ways to drive awareness, some entirely free. • If you still spend money on TV (pitching), be sure you also do the catching in digital channels, because modern users are in the habit of coming online to search for info before they buy; also shift more dollars to more measurable digital tactics. • You can use search volume to judge the relative effectiveness of your awareness advertising for yourself, and gauge demand; also be sure to ask for proof that your TV ads were even seen.April 26, 2012 2
  3. 3. Search volume is a proxyfor demand Godaddy Superbowl ads drove lift in search volume every February. Subway TV ads drove search volume on “footlongs” when launched.April 26, 2012 3
  4. 4. Search volume is a proxyfor demand, con’t “chocolate covered strawberries” every February (Valentines) “chocolate covered cherries” every December (Christmas) “Harry Potter” search volume corresponds perfectly with every movie.April 26, 2012 4
  5. 5. Purell Ad Spend (TV ads) $12 million in 2006 $19 million in 2005April 26, 2012 5
  6. 6. Search volume for PurellFlatline: Despite TV AdsApril 26, 2012 6
  7. 7. Swine Flu drove massive demand Purell demand and search volume lifted swine flu swine flu drove 1st peak h1n1 h1n1 drove 2nd peakApril 26, 2012 7
  8. 8. Other Disease Searches “bird flu” in 2005-06 bird flu sars “sars” in 2003-04 flu “flu” every OctoberApril 26, 2012 8
  9. 9. Even a movie drove demand contagion Contagion (movie) September 9, 2011 Unique Users to Purell.comApril 26, 2012 9
  10. 10. Dr. Augustine Fou – Chief Digital Strategist Dr. Augustine Fou is an industry-recognized thought leader in digital strategy, search and social media marketing and former Group Chief Digital Officer of Omnicoms Healthcare Consultancy Group. Dr. Fou has over 16 years of management consulting and digital strategy consulting experience, advising CMOs, marketing executives, and global brands. He pioneered the application of the Unified Marketing™ framework to optimize marketing and advertising across traditional and digital channels. FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT 95) AT AGE 23 ClickZ Articles: http://www.slideshare.net/augustinefou LinkedIn: http://www.linkedin.com/in/augustinefouApril 26, 2012 10 acfou@mktsci.com