Allergy medicine Benadryl One faced a unique challenge in the Philippines: 80% of those with real allergies don’t know they have it. (Source: Advertiser data)
To educate those unaware allergy sufferers, Benadryl One used a common figurative expression people use to describe the things they hate by creating hashtag #AllergicAkoSa (Translation: #ImAllergicTo), which they can use to talk about their pet peeves.
Benadryl One also created an online persona named Allergic Alice, someone who has a lot of pet peeves with her own Twitter account. We then launched an unbranded #AllergicAkoSa music video with her singing about things that annoy her.
A second music video by @AllergicAlice pivoted to the real-life causes of allergies such as pollen, dander and dust. Allergic Alice continued to educate and engage people on Twitter and Youtube.
The campaign spread like pollen in the wind.
#AllergicAkoSa trended #1 in the Philippines and #4 worldwide during launch day and was featured by Twitter as the first business success story from the Philippines.
The #AllergicAkoSa campaign video was the No. 4 top viewed ad in the Philippines for 2014, according to Google. The online videos garnered more than 2.7 million views.
Finally, sales of Benadryl One jumped 12% from the previous year. (Source: Advertiser Data)