S-TAC: 'Kazemill' see the cold

Casey Grant and Adam Weiss

This case explains how SSP, the pharmaceutical company, reversed the decline of its cold and flu medication brand S-TAC in Japan, by using social media data to map cold and flu outbreaks across the country using a website and mobile app.

S-TAC: 'Kazemill' see the cold

Casey Grant and Adam Weiss

Campaign details

Brand owner: SSP Pharmaceutical JapanLead agency: McCann Healthcare JapanBrand: S-TACCountry: JapanIndustry Non-prescription, OTC productsChannels used: Internet - microsites, Internet - search, Mobile and appsMedia budget: Up to 500k

Executive summary

The pharmaceutical company SSP's cold and flu medication, S-TAC, was losing share in Japan, and the entire category was shrinking. SSP needed to do something innovative to engage with their target.

Each month, more than one million tweets were posted in Japan regarding colds. To...

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