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People’s Insights Volume 1, Issue 52: Vicks Mobile Ad Campaign

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This week, we distill insights around a Mobile Ad Campaign in which Vicks combined several layers of data to reach moms in high flu zones with mobile ads for their premium Behind Ear …

This week, we distill insights around a Mobile Ad Campaign in which Vicks combined several layers of data to reach moms in high flu zones with mobile ads for their premium Behind Ear Thermometer

100+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing, storytelling and social data on the MSLGROUP Insights Network.

Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights and foresights with you on our People’s Insights blog and compile the best insights from the network and the blog in the iPad-friendly People’s Lab Quarterly Magazine, as a showcase of our capabilities.

For more, see: http://peopleslab.mslgroup.com

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  • 1. crowdsourcing | storytelling | citizenship | social dataPeople’s Insights: Volume 1, Issue 52Vicks Mobile AdCampaign
  • 2. Innovative ad targeting campaignIn early 2012, Vicks combined several layers of data to reach U.S.moms in high flu zones with mobile ads for their premium Behind EarThermometer.springwise.com
  • 3. The mobile experienceMoms received in-app ads which warned them that they were in high fluzones and directed them to the closest retailer. On clicking the ads,moms were shown a video on the benefits of the thermometer.1) nytimes.com, 2) mmm-online.com
  • 4. Layer 1: Google flu dataVicks used Google Flu trends to find out which areas were experiencinghigh incidences of flu. Google uses search trends and IP addresses todetermine the locations, and provides this data for free online.1) nytimes.com, 2) google.org/flutrends/us/#cities
  • 5. Layer 2: Demographic dataVicks was able to reach moms and expecting moms through mobileapps such as Pandora which collect user data including age, gender,marital status and whether they are parents.nytimes.com
  • 6. Layer 3: Location dataVicks used real-time data from location based mobile advertisingnetwork Where.com to target moms when they were within 3 miles of aclosest retail store that stocks the Behind Ear Thermometers.site.where.com
  • 7. Highly relevant propositionThinkers point out that the ad campaign is highly relevant as it reachesonly moms that meet all the targeting criteria and at a time when theyare most likely to make the purchase.drugstorenews.com
  • 8. Privacy is a rising concernMarketers and healthcare specialists predict that the increasing powerand possibilities of targeting options will lead to a widespread debate onprotection of privacy and call for newer and more relevant laws.View the full Privacy Infographic – June 2011 at gsma.com
  • 9. Targeted ads are “creepy”Thinkers point out that targeted ads and location-based ads can creepout consumers, and that campaigns should be designed to appear lesstargeted to avoid ‘spooking out’ consumers.digiday.com
  • 10. Big DataBig Data has been receiving an increasing amount of attention in recentmonths, as the amount of data captured increases and brands becomemore data savvy.mckinsey.com/insights
  • 11. More People’s Insights Weekly reportsEvery week, we dive into one topic for discussion on the MSLGROUPInsight’s Network and discuss insights and foresights, in four key areas:crowdsourcing, storytelling, citizenship and social data. Crowdsourcing Storytelling Citizenship Social DataMahindra Spark the Rise @MarsCuriosity #Kony2012 MTV Fantasy ElectionFor more reports, visit: peopleslab.mslgroup.com/peoplesinsights/
  • 12. Read People’s Lab insights and foresightsThe People’s Lab team shares the insights and foresights from theMSLGROUP Insights Network on the People’s Insights weekly blog andthe People’s Insights Quarterly magazine. MSLGROUP Insights People’s Insights People’s Insights Network weekly blog Quarterly magazine 50+ MSLGROUP planners We deep dive into Every quarter, we will compile share and discuss inspiring conversations around one the best insights from the projects on corporate project -- on the MSLGROUP network and the blog in the citizenship, crowdsourcing and Insights Network itself but also iPad-friendly magazine, as a storytelling. on the broader social web -- to showcase of our capabilities. distill insights and foresights.For more, visit http://peopleslab.mslgroup.com
  • 13. People’s Insights Annual ReportIn January 2013 we will publish the ten-part People’s Insights AnnualReport, in which we synthesize our insights from 2012 and provideforesights for business leaders and change-makers for 2013.Now & Next: Future of Part 1: Crowdfunding Part 2: Behavior Change Engagement Games(coming soon as an iPad app)Subscribe to the report at: http://peopleslab.mslgroup.com/peoplesinsights/annual-report/
  • 14. People’s Lab: Crowdsourcing Insights &InnovationPeople’s Lab is MSLGROUP’s proprietary crowdsourcing platform andapproach that helps organizations tap into people’s insight forinnovation, storytelling and change.For more, visit http://peopleslab.mslgroup.com
  • 15. For People’s Labsolutions, contactpascal.beucler@mslgroup.com