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Momvertising Opps: Mucinex experiments with direct mail marketing

Mucinex has been experimenting with direct mail advertising to increase orders through its eCommerce partners. The brand mailed tissue packs with information about its new Mucinex Nightshift product, and a QR code that consumers can scan to see a Mucinex TV spot and place orders, to around 35k households. The push gained a 1.4% click-through rate that resulted in selling around 15k products. Mucinex believes QR codes will become an effective advertising tool with the prevalence of smart phones. It will also allow an opportunity for businesses to offer digital samples, which will become more important as consumers shop online at rapidly increasing rate. The brands eCommerce partners are Walgreens, Amazon, Walmart, Target and CVS. 

According to Adbeat's estimates, out of the $4.4m Mucinex spent on digital display ads since September 2018, it only spent $304k (7%) in this channel after September 2019. It placed 55% of these ads site direct onto sites such as webmd.com, medicinenet.com, rxlist.com, emedicinehealth.com and yahoo.com. It placed 36% of these ads programmatically through Google Display Network onto sites such as medicinenet.com, webmd.com, emedicinehealth.com, rxlist.com and omhealth.com. Finally, it placed 9% of these as native ads through Sharethrough onto webmd.com. 

Per iSpot, Mucinex spent around $37.8m on national TV ads YTD, an 8% increase from $34.9m spent during the same time period of 2019. Full-year spend equaled $66.8m in 2019 and $58.9m in 2018. This year, it placed ads during programming such as "PAW Patrol," "NCIS: New Orleans," "Today With Hoda & Jenna," "Forensic Files" and "Family Feud." 

Sellers-- Mucinex mainly targets Gen-Z and millennial moms through digital display and national TV ads. The brands top spending periods are during cold and flu season in Q4 and Q1. The company is reportedly expecting a rough 2020 flu season, as it will be combined with coronavirus, so we may see higher levels of spending than normal. Sellers should start reaching out soon to see what types of ad space you can provide. 

Agency & martech readers-- Parent company Havas New York currently provides creative work.