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.

1. Swine flu drives
Swine flu
more sales than tv
drives more sales
ads
than tv ads
Dr. Augustine Fou
http://www.linkedin.com/in/augustinefou
April 26, 2012.

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. Search volume is a proxy
for 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. Search volume is a proxy
for 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. Purell Ad Spend (TV ads)
$12 million in 2006 $19 million in 2005
April 26, 2012 5

6. Search volume for Purell
Flatline: Despite TV Ads
April 26, 2012 6

7. Swine Flu drove massive demand
Purell demand and
search volume lifted
swine flu swine flu drove 1st peak
h1n1 h1n1 drove 2nd peak
April 26, 2012 7

8. Other Disease Searches
“bird flu” in 2005-06
bird flu
sars “sars” in 2003-04
flu “flu” every October
April 26, 2012 8

9. Even a movie drove demand
contagion
Contagion (movie)
September 9, 2011
Unique Users to Purell.com
April 26, 2012 9

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
Omnicom's 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/augustinefou
April 26, 2012 10
acfou@mktsci.com