Case Study: Vicks achieves a 5-point lift in purchase intent and 11-point lift in ad recall with Facebook

Vicks - Customer Case Study

Procter & Gamble’s Vicks, a heritage cold‑care brand, wanted to test whether outdoor temperature could improve the timing and effectiveness of its advertising. The challenge was to reach the right audience with a relevant message as cold weather made symptoms more likely, and to measure impacts on purchase intent, ad recall and association with Vicks’ “8‑hour relief” claim.

Vicks partnered with Facebook Ads API partner Tookitaki, using temperature‑triggered ads targeted to women 15+ and creative from Publicis Singapore that included current outside temperature and family‑focused imagery; Mediacom managed reach‑and‑frequency buying to deliver up to six exposures over a month (Feb–Mar 2016). The timely, contextual campaign produced strong brand lifts: +5 points purchase intent, +11 points ad recall and +3 points message association with “8‑hour relief.”

Vicks

Nitin Darbari

Brand Director Asia