Customers are tired of interacting with repetitive ads and are looking for greater personalization in their messages. Research shows that 80% of consumers are more likely to engage with brands and make a purchase when offered a personalized experience. This can be done through a smarter approach to marketing, using innovative and effective data points.

Nutrogena's targeted campaigns

For instance, Neutrogena, a U.S. based cosmetics company, developed a skincare range to address the problem of air pollution. However, it initially faced a 4-year decline in product sales. Then, they started including real time air pollution levels in their advertisements. They personalised their message according to where a person lives, and connected it to how much pollution levels, that individual experiences. Gradually, their numbers improved and they noted an 11% growth in sales.

An advertisement from Neutrogena showcasing a product that works on reducing PM 2.5 particles on the skin

An advertisement from Neutrogena showcasing a product that works on reducing PM 2.5 particles on the skin

How can you do the same?

Environmental hazards, especially poor air quality, aren't problems that people can perceive effectively. It is however possible to communicate the harmful effects of this problem, if messages are marketed in a particular way. What allowed Nutrogena to make targeted ad campaigns, was access to accurate air quality data.

Introducing Spatial AQ

You can do the same, by integrating Spatial AQ. It is India’s largest real time smart air quality API. It provides hyperlocal data about various pollutants and a SmartAQI (Air Quality Index) for all locations in India. Spatial AQ ingests 250+ ground measurements and terabytes of satellite data to provide 3 million + datapoints on air quality. Along with real-time data, it gives subscribers the option of accessing historical data. This is shown as data over the past ten years, along with a time series which is presented using easy-to-use visualizations. You can access historical data to analyse pollution levels have increased in a particular area. This level of clarity is also available for every other part of India. The data can help you to create a customised campaign that gives a sense of urgency, hence driving sales.

How can Spatial AQ help?

If you are a cosmetic brand that has developed targeted air pollution through its products, but doesn't have the numbers to show for it, then Spatial AQ can help. Using Spatial data, you can get accurate information to influence and target specific areas, where the product is likely to fit customer needs. This could range from Tier 1 to Tier 3 cities and more - Spatial AQ's accuracy allows you to see information at the district level as well!  This will also help in customizing advertisements based on locations to get better engagement.

Connect with us

If you want to know more, you can download the case study below and find out how Spatial AQ is being used by other companies. To get further details on how you can integrate Spatial, please connect with Tej