Case Study: GSK Flixonase triples e-commerce sales with MediaCom’s data-driven brand radar

Data-driven discoveries, data-driven growth

The customer, GSK Flixonase, faced the challenge of broadening its user base for its nasal spray in China, where the overall market was small. They needed to better convert existing category buyers and reach potential new users among the large number of allergy sufferers who did not currently use a nasal spray.

In partnership with Alibaba, vendor MediaCom developed an intelligent "brand radar" to analyze and segment audiences based on e-commerce behavior. They created targeted campaigns for these segments within the Alibaba ecosystem, which were optimized in real-time. MediaCom's solution tripled e-commerce sales, increased conversions from new category buyers by 34%, and expanded the overall user base, with 65% of buyers being entirely new to nasal sprays.

GSK Flixonase

GSK Flixonase