Otrivin: Cold and Flu Predictor

Otrivin, a decongestant spray brand, increased market share and engagement in India by creating a model that predicts cold and flu searches to allow for targeted marketing.

Campaign Objectives & Challenges

In India, almost 1 in 3 people suffer from a nasal congestion however only 1 in 10 treat it with a specialized treatment like nasal sprays. Research indicates that indifference/inertia are the biggest barrier to trial. The problem of nasal congestion is simply not viewed as something big enough which requires specialized treatment different from Cold and Flu. Often, people use Cold and Flu medicines to relieve nasal congestion symptoms.

As the category leader (22% market share Q2 2018), Otrivin' s objective was to drive usage of nasal sprays and subsequently Otrivin Further, timing was...

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