Zicam wasn’t reaching enough of their target customers with its contextual TV strategy. With cold season providing a short window for peak sales volume—and an incredibly competitive marketplace—they turned to Simulmedia to provide precision targeting with strong reach.
Created a custom target based on age, gender, household income, and multiple MRI attributes.
After forecasting where to find the target audience on TV, the campaign ran on 59 national networks.
Simulmedia matched viewing data with IRI data to determine the campaign’s impact. Exposure to the ad led to a 267% greater conversion rate
in incremental sales during twelve week campaign
incremental retail return on ad spend
increase in overall sales, while category was down 2%