How Bayer Increased Its Sales With Air Quality Data

July 8, 2024
2 min read
How Bayer Increased Its Sales With Air Quality DataHow Bayer Increased Its Sales With Air Quality Data
Content Writer
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What is Claritine?

Claritine is an over-the-counter (OTC) antihistamine used to ease allergy symptoms in adults and children, such as runny noses or watery eyes.

For two months, Egyptians in some of the most polluted cities witnessed a unique marketing campaign. Every time the local AQI spiked, they saw ads for Claritine, a leading allergy relief medication, displaying the details of their city’s air pollution.

This precision marketing campaign by Bayer addressed a real concern for Egyptians— rising air pollution. According to the World Bank, air pollution costs Egypt around $2.4 billion annually, or about 5% of its annual GNP.

Let’s delve into details of how a remarkable innovation by Ambee helped Bayer Egypt to deliver a healthcare solution and boost revenue at the same time.

Bayer’s Challenge in Egypt

While pollen is a well-known allergy trigger, many people are unaware of the serious role air quality plays in worsening allergies. In recent years, air pollution has been a persistent peril for Egyptians. Rapid urbanization and industrialization are the primary culprits in metro cities like Cairo, Alexandria, and Giza, where PM 2.5 concentration can be about 12 times the WHO recommendation.

Such signs have a large impact on incidences of allergies.

Research has found that exposure to airborne allergens increases allergen-specific IgE levels, which in turn increases the severity of asthma, inflammation, and airway responsiveness.

Allergies
Source: Air Pollution and Climate Change Effects on Allergies

Bayer recognized that the situation was only going to get worse.

Climate models predict a significant 2-3 degree Celsius rise in annual temperature in Egypt by 2050, which could further exacerbate the country's air quality and, as a result, allergy challenges.

Even right now, as many as 2 million Egyptians every year require medical treatment for respiratory problems related to poor air quality.

Deaths caused by polltion per year
Deaths caused by polltion per year

Understanding the seriousness of the situation, Bayer Egypt decided it was time to make a change to alleviate Egyptians' overlooked health concerns.

How?

By showing Egyptians the precise pollution in their vicinity while informing them about Claritine simultaneously.

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Their strategic approach was grounded in precision marketing, which meant using environmental data to reach the right customers at the right time with the right message.

This is where Ambee stepped in.

Ambee offers hyperlocal air quality intelligence

Bayer integrated Ambee’s air quality data into their Claritine ad campaign to raise awareness among Egyptians about the growing impact of air pollution on allergies and present Claritine as the solution.

Ambee’s air quality API included comprehensive historical, real-time, and forecast air quality data for locations around Egypt. The actionable insights on AQI, along with six different pollutants: PM2.5, PM10, SO2, NO2, O3, and CO, helped them quantify ambient air pollution, which is essential to making proactive and precautionary healthcare decisions.

To know about Ambee’s air quality data from A to Z, read 👇Complete guide to air quality technology

The scale and scope of an innovative campaign like this turned out to be even more than initially envisioned.

With the help of a media company, Bayer Egypt designed a set of dynamic display ads specifically for Alexandria, Cairo, and Giza. Each ad creative showcased different background visuals specific to the location it represented. These visuals were accompanied by a pollution index, which informed them about the expected pollution levels in their area based on historical air quality data.

Based on Ambee’s comprehensive AQ intelligence, Bayer knew when and where to display a particular ad in a specific part of Egypt based on moderate, high, or very high pollution levels.

For instance, a person in Cairo will see an ad with photos of Cairo in the background, relevant AQI, and pollution levels.

Ads with photos
Ads with photos

At the same time, the ad copy informed people about pollution levels in their area, how they impact their allergies, and how Claritine could help them breathe easier– in a more personal way than ever before.

As a result, these personalized ad campaigns not only helped relieve sickness but also achieved remarkable marketing results.

Have a look

The remarkable results of this partnership

Bayer Egypt’s data-driven campaign for Claritine ran for two months and achieved the following results:

  • Sales in Egypt for Claritine increased by 59%.
  • The likelihood of people seeing a Claritine ad increased by 13%.
  • Month-on-month search interest for Claritine increased by 40%.

Interestingly, this is just the tip of the iceberg. We’ve highlighted the details of Bayer Egypt’s successful strategy and Ambee’s pivotal role in their campaign in our case study.

Find out how an innovative data-driven strategy not only increased Bayer’s revenue but also added real healthcare value to millions of Egyptians.

Download case study 👇
Personalized Ads with Ambee Data Boost Sales of Bayer's Claritine by 59%

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