Allergy sufferers are unaware of causes and effects of allergies, they usually associate it with a recurring cold. Objective was to educate them that they have allergic rhinitis by talking about the condition. The key was to engage millennials, challenge misconceptions about allergies and reveal what really makes people sneeze and itch. For this campaign to be engaging and relevant to the audience, an edutainment approach was selected. Looking at their digital behaviour, they post/rant about their pet peeves and their feelings in social network sites such as Twitter.We launched with a music video about pet peeves as a way in and used the combination of Traditional media like radio, influencers (KOLs) and Twitter to start the conversation about #AllergicAkoSa. #AllergicAkoSa trended at #1 in the Philippines for the first day of the campaign. Over 1.7M combined views for the two music videos exceeded the campaign’s KPI views by 77%.

Before starting its Twitter Ads campaign, BENADRYL® launched@AllergicAlice’s first music video through two popular radio segments. Users were asked to finish the phrase ‘#AllergicAkoSa’ on Twitter as the driver for engagement. Influencers joined the conversation and bolstered the campaign’s strong organic growth, which resulted in the hashtag trending #1 in the Philippines on launch day. This ensured an audience who was primed to interact with @AllergicAlice through Promoted Tweets and ready for the launch of the second video.

Music videos provided conversation that was funny and relatable to the target market. BENADRYL® understood its audience of young professionals and developed content they would ensure high engagement and awareness with the campaign.

Promoted Tweets were targeted based on an extensive list of allergy-related keywords such as ‘achoo’, ‘sneezing’ and ‘allergies.’ This tactic helped @AllergicAlice reach its target audience and join relevant conversations to further educate about allergies and drive brand engagement.

Using Twitter as the main driver of engagement, @AllergicAlice increased awareness of common causes of allergies and the BENADRYL® brand.#AllergicAkoSa trended at #1 in the Philippines for the first day of the campaign and Promoted Tweets delivered an engagement rate of 5% for the first two weeks. Over 1.7M combined views for the two music videos exceeded the campaign’s KPI of 1M views by 77%. @AllergicAlice picked up 500 followers in the first two weeks of the campaign and continued to run on Twitter using Promoted Tweets, resulting in over 3M+ impressions for its first three months.