Page 63 - The EDIT | Q3 2017

Thoughtleader
to trend and automatically trigger advertising to anyone in that audience segment.
Last year, we pioneered this technology with Lifebuoy, a hygiene soap that enjoys a lasting legacy in many Asian markets. Lifebuoy has
built its credibility in the hygiene space, running handwashing programmes in rural communities for parents and children and educating them on how handwashing prevents the spread of infection.
PHD developed an algorithm that could identify when infections were reaching their tipping points to become full-on epidemics. The search spike triggers both pre-made and real-time optimized assets that educate consumers on that particular infection.
It allows the brand to be hyper relevant and direct consumers already seeking information to the content that they need. In our pilot run, our ads were triggered around an instance of infection in a region
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THE EDIT ISSUE 7 | Q3 2017