Niche campaign features bandwidth-detecting mobile ads.
Spring allergies attack everyone, but allergy medication brand Zyrtec is running a targeted campaign aimed specifically at female Hispanics. Not only is the niche campaign entirely digital, 60 percent of the budget is going toward mobile advertising.
Hispanics are more likely to own a smartphone than white non-Hispanics, according to Spring 2011 Pew Internet study. Compared to 30 percent of white non-Hispanics, 44 percent of Hispanics own a smartphone. They're also more likely to have any type of mobile phone than white non-Hispanics - 86 percent compared to 80 percent, according to Pew.
"We took advantage and leveraged that," said Brian Anderson, EVP, digital experience at Vidal Partnership, a Hispanic agency.
The idea is to create awareness of the Zyrtec brand among Hispanic women and moms, and move them toward purchase. "The mother in the family is like the CEO," said Anderson of Hispanic moms. A variety of mobile ads, some featuring video, are aimed at Spanish speaking, bilingual and Spanish-dominant Hispanic females aged 25-49.
The first wave of the nationwide campaign launched recently and is set to run through May. For the first mobile-only wave of the campaign, Vidal worked with GoldSpot Media, which has developed an ad unit that detects connection mobile bandwidth. If a user is on a Wi-Fi connection, GoldSpot, a mobile rich media ad platform firm, serves up a video-enabled Zyrtec ad.
Vidal and Zyrtec, "are the first ones who believed in it and tried it," said GoldSpot Media CEO Srini Dharmaji. "In this case since this was the first time anybody is launching this...we wanted to make sure we worked closely with Vidal and our publisher partners," said Dharmaji.
A variety of ad creative messaging is targeted to female Hispanic users on mobile sites including Univision, Telemundo, Viva News, and AOL-Latino, and to Hispanic women searching for allergy or hay fever related content.
Another leg of the campaign's first wave that is yet to launch involves online video ads featuring a game element and coupons, he said. That component of the campaign will run through Tremor Video.
Zyrtec is no stranger to interactive game campaigns. The brand ran a gamified YouTube campaign in September 2011.
Johnson & Johnson, owner of Zyrtec, "is very committed to the Hispanic market," said Anderson. However, he admitted it can be challenging to convince an advertiser to run a digital heavy campaign. "It takes work. They're a CPG company and they rely on awareness building through [traditional media] like broadcast and print," he said.
"We were looking for a way that could bridge that awareness of what [Zyrtec was] doing" in traditional media channels, Anderson added.
Zyrtec is already planning to go ahead with a second tier of the campaign in July and August, he added.
Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.
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