The natural children’s cough remedy, Prospan, was fighting against bigger rivals to maintain its Australian sales. Its target audience – mums – was conflicted on how to deal with kids’ coughs and prone to ‘wait and see’ before administering remedies. Using search, social and algorithms, an innovative predictor of outbreaks of colds was developed to target messages at the most opportune moments. ‘Don’t ignore a cough’ creative was distributed in print and activated digitally via programmatic in real-time to reach mums when coughs were likely to be increasing. Click-through on digital was 54% higher than a control group. Sales grew by 10% in six months despite an 8.5% decline in the category following one of the warmest winters on record. Market share rose by 18.5% in a half year.