Using this insight, we analysed search trends on Google over 18 months for words related to colds and flu and compared it to other data. This included calls to Government health lines and doctor visits. The model we built allowed us to predict relevant flu outbreaks, at city level, in real time. Not only could Kleenex then focus on cities experiencing an outbreak as it happened but this adaptive planning tool prevented marketing budget being wasted in flu-free zones. Using tactical channels like radio, mobile, and digital display, the message can get out quickly and catch an outbreak as it is occurring. Every penny invested in the campaign is maximised.

In the 2012 cold and flu season, 96% of Kleenex UK’s media spend went to regions of the country suffering a live flu outbreak.

Total sales increased 40% year-on-year in the first two months.

That’s a staggering extra 432,499 boxes of tissues sold.

Kleenex can now catch the colds. The brand can react and respond to cold and flu outbreaks as they happen in the UK – even when winter is delayed – maximizing investment and profits.