This flu season, Clorox wants to take your temperature. The brand called on the data-gleaning powers of Kinsa, a tech start-up that sells app-connected thermometers, to locate ZIP codes seeing an increase in fevers. In those areas, the company bumped up digital ad spend, hoping that the ailing households would be in the market for disinfecting wipes.

Through an awareness of consumer search trends, Clorox has already tailored content to effectively shepherd germophobes towards its cleaning solutions. The brand also boasts best-in-class search visibility across e-tailers. Zeroing in on specific consumers could take this exposure to the next level.

Clorox has taken on a guiding role with consumers before, via its website, which offers a robust How To section. The section is featured prominently as the first tab in the site’s primary navigation bar and answers a variety of cleaning-related questions with videos, tutorials, and tips. In addition to offering advice on various cleaning scenarios, each how-to page recommends specific Clorox products and links to e-commerce-enabled product pages.

Investments in this content have paid clear dividends for the surface care brand: 44% of the traffic it attracts from organic searches on Google lands on editorial pages, according to Gartner L2’s Digital IQ Index: Home Care. Largely thanks to this content, Clorox outpaces its peers in monthly site traffic, garnering 1.3 million monthly visitors.

The move seems to be paying off: interactions with Clorox’s disinfectant ads increased by 22%. However, brands should be wary of overdoing connectivity—especially in the case of sensitive health data—to avoid a situation where a consumer’s 3 AM symptom search binge becomes public information.

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