Vicks conducted an innovative mobile ad campaign for their Behind Ear Thermometer. They used multiple data sources to target mothers in areas with high flu rates. Google flu data identified high risk zones. Demographic data from apps like Pandora identified mothers. Location data from Where.com targeted mothers within 3 miles of stores. Mothers received in-app ads about being in high risk areas and directing them to retailers. Clicking the ads showed a video on the thermometer's benefits. While highly targeted, such location-based ads could creep out consumers if not designed carefully.

1. crowdsourcing | storytelling | citizenship | social data
People’s Insights: Volume 1, Issue 52
Vicks Mobile Ad
Campaign

2. Innovative ad targeting campaign
In early 2012, Vicks combined several layers of data to reach U.S.
moms in high flu zones with mobile ads for their premium Behind Ear
Thermometer.
springwise.com

3. The mobile experience
Moms received in-app ads which warned them that they were in high flu
zones 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 data
Vicks used Google Flu trends to find out which areas were experiencing
high incidences of flu. Google uses search trends and IP addresses to
determine the locations, and provides this data for free online.
1) nytimes.com, 2) google.org/flutrends/us/#cities

5. Layer 2: Demographic data
Vicks was able to reach moms and expecting moms through mobile
apps such as Pandora which collect user data including age, gender,
marital status and whether they are parents.
nytimes.com

6. Layer 3: Location data
Vicks used real-time data from location based mobile advertising
network Where.com to target moms when they were within 3 miles of a
closest retail store that stocks the Behind Ear Thermometers.
site.where.com

7. Highly relevant proposition
Thinkers point out that the ad campaign is highly relevant as it reaches
only moms that meet all the targeting criteria and at a time when they
are most likely to make the purchase.
drugstorenews.com

8. Privacy is a rising concern
Marketers and healthcare specialists predict that the increasing power
and possibilities of targeting options will lead to a widespread debate on
protection 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 creep
out consumers, and that campaigns should be designed to appear less
targeted to avoid ‘spooking out’ consumers.
digiday.com

10. Big Data
Big Data has been receiving an increasing amount of attention in recent
months, as the amount of data captured increases and brands become
more data savvy.
mckinsey.com/insights

11. More People’s Insights Weekly reports
Every week, we dive into one topic for discussion on the MSLGROUP
Insight’s Network and discuss insights and foresights, in four key areas:
crowdsourcing, storytelling, citizenship and social data.
Crowdsourcing Storytelling Citizenship Social Data
Mahindra Spark the Rise @MarsCuriosity #Kony2012 MTV Fantasy Election
For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/

12. Read People’s Lab insights and foresights
The People’s Lab team shares the insights and foresights from the
MSLGROUP Insights Network on the People’s Insights weekly blog and
the 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 Report
In January 2013 we will publish the ten-part People’s Insights Annual
Report, in which we synthesize our insights from 2012 and provide
foresights 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 &
Innovation
People’s Lab is MSLGROUP’s proprietary crowdsourcing platform and
approach that helps organizations tap into people’s insight for
innovation, storytelling and change.
For more, visit http://peopleslab.mslgroup.com

15. For People’s Lab
solutions, contact
pascal.beucler@mslgroup.com