Affinity Creates Algorithm To Predict Coughs In Hyper-Targeted Campaign
Data-driven media, CX and advertising agency Affinity has created a cough simulator to predict when a child is likely to come down with a cough as part of hyper-targeted campaign for natural medicines company Flordis.
Wanting to reach mums of children who were about to come down with a cough, the independent Sydney agency developed a programmatic buying campaign for 65-year-old natural cough syrup, Prospan, that has already delivered a click through rate increase of more than 76 per cent.
Affinity used first party and search data, overlaying it with social, search strings, temperature, pollution and Medicare data to build a cough simulator. It then used a multi-variant regression model to test thousands of factors, whittling them down to the core contributing factors that lead to a cough. An algorithm was then created that could predict a cough.
So what makes you get a cough?
The Affinity team discovered the incidence of cough increased when there was a temperature differential of greater than one standard deviation of the rolling average of the last three months of local weather, logarithmically weighted towards the most recent period.
Or put more simply, a cold snap is all it takes to catch a cough, but how cold that ‘snap’ needs to be differs depending on your location and the recent weather there.
For example, locations with a greater midday to midnight temperature variance like Hobart, needed a drop of two degrees. Whereas locations in Far North Queensland with much more consistent temperature could take as little as a 0.2 degree difference for concerned parents to flock to rush in to buy a cough remedy.
But location itself wasn’t the whole picture, if temperatures over the past month has been consistent with a slow curve up, or down, it took next to nothing to get people coughing.
Based on these findings, Affinity built a weather-polling app and set its programmatic buying to correlate with 18 different locations across the country where Prospan had strong product distribution. When the temperature fluctuation rules were met, the algorithm dictated when and where budgets should be minimised, or increased in real-time.
Since the campaign launched, unit sales of Prospan’s Children’s cough range increased over an eight-week period by 27% compared to the same time last year.
Luke Brown, CEO at Affinity said: “We’re realising the promise of data-driven marketing for brands, rather than just talking about it. The combination of creative, intuition and empiric information is formidable when applied to well defined business problems. And it doesn’t demand big budgets or expensive data solutions. It’s about being smarter and outcomes focused.”
Michael Aylward group marketing manager, from Flordis added: “We brought Affinity onto our team looking for a data driven approach and to make our digital media budget work smarter for us. They’ve delivered. We’re already changing our approach to market across all our brands to leverage data that drive superior insights and media efficiencies. Based on our early work with Affinity, we’re confident this will translate into commercial success.”
This latest work follows Affinity’s Australian first in outdoor advertising, when in conjunction with oOh!media, it delivered the first hyper-targeted and personalised messaging campaign for ADMA. It comes after a campaign for Narellan Pools won a string of local and international media, data and effectiveness awards including a prestigious IPA Effectiveness Awards and five Australian Effie Awards including a Gold.
Latest News
Initiative’s Michael Chong: What Do Mountaineering, Media & Marketing Have In Common?
Michael Chong, Initiative’s chief analytics officer, has done something quite remarkable — climbing Ama Dablam, one of the most challenging peaks in the Himalayas on a trek that takes the best part of a month. Here, he tells B&T about his marvellous mountaineering, and what we can learn from it. Ama Dablam, rising proudly at an […]
CMOs To Watch: DrinkWise’s Part Time Builder, Part Time Marketer, Nathan Kent
Introducing Nathan Kent, a Bunning’s aficionado, a Radiohead groupie and the marketing director at DrinkWise. Welcome back to ‘CMOs To Watch‘ . Once a month, we look beyond the biggest marketing bosses in Australia and the world to focus on emerging leaders and under-the-radar brands. Kent holds an impressive CV. After eight years in various roles […]
Mari Kauppinen Pops Up As MD Of ITA Group ANZ
ITA Group, a global leader in engagement solutions, has announced the acquisition of Sydney-based Performance Incentives and the appointment of Mari Kauppinen as managing director of ITA Group’s Australia office. The formation of ITA Group’s Australia office, headquartered in Sydney, builds on its existing client base to deliver events, incentives, recognition, loyalty, research and learning […]
“It Is Getting Better But At A Glacial Speed”: Legends Of PR On Shaping A More Diverse Media Industry
B&T would struggle to meet our daily newsletter deadlines without them, but their contribution to the industry too often goes unnoticed. Lead image: Rochelle Burbury (top left), Sandra Hogg (top right), Katy Denis (bottom left), Susie Thomson (bottom right) But not today! Ahead of the 2024 B&T Women In Media Awards, presented by Are Media, […]
GoTransit Media Group Unveils The Power Of Regional Transit Advertising
New research by GoTransit and Rapid Media has unveiled the effectiveness of transit advertising in engaging with regional audiences, demonstrating positive uplift results across key brand metrics. Engaging Fiftyfive5, GoTransit conducted a brand study to assess the impact of Bus and Light Rail advertising on the target audience by measuring Recall, Branding, Diagnostics, and Impact. […]
Slew Of Promotions For Special Senior Creative Leadership Team
Special has bolstered its senior creative leadership team, promoting Max McKeon, Sian Binder, Lea Egan, Nils Eberhardt and Simon Gibson to group creative directors. Lead image: L to R – Sian Binder, Max McKeon, Nils Ederhardt, Lea Egan, Simon Gibson “This crew is some of the best and brightest that our industry has to offer, so […]
Kantar: AVOD Subscribers Double In 12 Months
Study finds Aussies happy to watch ads on their streaming services. Or, are they just putting the kettle on more often?
Val Morgan Digital Exceeds All Campaign Uplift Benchmarks Via A 12-Month Brand Metrics Study
Val Morgan announces it has exceeded all its campaign benchmarks. Still can't get under an hour for the City To Surf.
Australian Retirement Trust launches monster of a campaign, by M&C Saatchi and Bohemia
Get offered a seat on the bus today? Knees creak like an old pirate's galleon? This retirement ad may be of interest.
Print Audits To Discontinue As Audited Media Association Of Australia Pivots To Support Influencer Marketing
Is it just B&T or are audits in the media industry suddenly becoming murkier than Roxy's husband's tax returns?
News Corp Australia Launches 2024 National Education Advocacy Initiative With Expanded Program
News Corp set to shine a light on the nation's schools in new series, giving illegal bikie gangs a well-earned rest.
Decoding The Consumer Maze: Urban List Report Reveals How Modern Shoppers Spiral From Discovery To Purchase
Latest report unravels a shopper's journey from the joy of discovery through to a nasty letter from a debt collector.
Cosmo Returns To Australia!
Ever get the feeling we've weirdly warped back to 1988 at the moment? Confirm it with the relaunch of Cosmo in print.
People & Culture Consultancy Human Kind Collective Launches To Plug HR Gap For Media Agencies
Does the very mention of HR have you struggling to remember last year's Christmas party? Get the sweats with this news.
‘We Want To Be A Growth Partner, Not Just A Media Buyer Or Someone That Makes Ads’ – Bohemia Boss On Agency’s Ambition
B&T's chatting with Bohemia boss Paul ‘Hutch’ Hutchison. Although we do think 'the dagger' a far superior nickname.
Initiative’s Geoff Clarke: ‘Youth Hits Targets With Enthusiasm, Experience Hits The Targets You Can’t See’
Initiative’s CCO Geoff Clarke on the value of experience in agencies. Not to mention quoting lines from Pulp Fiction.
The Iconic Teams Up With 5 Aussie Athletes For Latest Campaign
Fashion label brings in the athletes for new campaign, many of whom appear to have prepped with re-runs of Zoolander.
Seven West Media Secures New Director Of News & Current Affairs
After a tumultuous few weeks, Seven unveils director of news & current affairs. And B&T never uses tumultuous lightly.
Seven Network Expands NSW Sales Team With Two New Group Business Directors
Seven ramps up its NSW sales team. Both of whom are well versed in pronouncing Manu Feildel's croque-monsieur.
New PR Subscription Changing The Game For Aussie Start Ups
Need better PR? You can now buy it via a monthly subscription. Price does not include a fascinator or Moet piccolos.
Paul Kent At Centre Of Fresh Scandal After Alleged Street Brawl
Do you long for the fights, gouges & testicle grabs of footy's glory years? So too, it appears, does Paul Kent.
DiDi Taps Disney’s Tim Farmer For Head Of Brand Marketing Role
Disney's Tim Farmer shifts over to rideshare company DiDi. Taking with him his Donald Duck coffee mug & mouse ears.
As Sure As Night Becomes Day, The End Of Third-Party Cookies Has Been Delayed
The question remains: what will we see first? The end of cookies, alien invasion or Jesus's second coming?
Fast 10: Scoundrel’s Tim Bullock Explains What Shane Warne & Salt-N-Pepa Have In Common
It's a Fast 10 with Scoundrel's Tim Bullock. Make it sound even faster by sucking on helium while reading it.
Outbrain Snatches Chris Oxley From Foxtel Media
Foxtel's Chris Oxley shifts over to Outbrain, but not before having his press photo taken in the wilds of the Daintree.
oOh!media & POLY Partner With Greening Australia For OOH Awareness Campaign
Like to quell the road rage with super cute pics of fluffy marsupials? This outdoor's just the ticket.
Are Media Cares For The Carers In Its Latest Social Change Campaign
Are Media calls on the government to add super payments to carers' payments. Remains silent on AUKUS, however.
In A Fragmented World, Engagement Is King
Today, B&T TV's talking fragmentation & engagement. But not in a down-on-one-knee sense of the word.
Kyle Sandilands On Advertising: “We Want Return Business. It’s No Good Just Taking Someone’s Money”
Kyle & Jackie O finally arrive on Melbourne radio. As yet, no sign of the monotonous and bitter AFL-NRL debate.
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer