How Zicam Makes the Most of Cold Season

The Challenge

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.

The Simulmedia Solution

  • Custom Targeting

    Created a custom target based on age, gender, household income, and multiple MRI attributes.

  • Data-Optimized Delivery

    After forecasting where to find the target audience on TV, the campaign ran on 59 national networks.

The Results

  • $23M

    in incremental sales during twelve week campaign

  • $4.53

    incremental retail return on ad spend

  • 15%

    increase in overall sales, while category was down 2%