Kimberly-Clark Corporation’s Kleenex brand has been helping consumers cope with the flu for nearly a century. Now, they’ve unveiled a powerful new weapon in the war against the common cold. Aachoo by Kleenex* Cold and Flu Predictor—is being marketed as the first and only tool that can predict when cold and flu will reach your area.
Achoo’s algorithm crunches CDC data in order to predict not just where flu outbreaks currently are, but where they’re about to strike as well. All customers need to do is enter their ZIP code onto MyAchoo.com to see what the risk levels are in their area. Kleenex hopes that news of an outbreak will spread like, well, an outbreak among consumers (and in doing so, send the company’s brand recognition and site traffic sky high). Any viral success, however, will depend completely on the effectiveness of the algorithm – Google Flu Trends, for instance, was put to shame for its shoddy calculations last year – but Kleenex boasts that its new system is testing at roughly 90% accuracy.
The most interesting and clever aspect of the campaign, however, is the manner in which the company will deploy its traveling “Kleenex Checkpoint” promotions. Basically, whenever Achoo’s algorithm identifies a city or region as experiencing a flu outbreak, Kleenex will migrate its promotional and publicity efforts to that very spot, right as its happening. This nimble, data-driven marketing approach should enable the company to stir up some frenzied brand awareness by urging people to stock up on Kleenex before it’s too late.