Innovating Allergy Relief: The Benadryl Campaign and the New Era of Consumer Engagement
The Benadryl campaign, "Not to Be Sniffed At," tackles challenges posed by competitors and shifts in consumer behavior. With three key challenges identified, the team focuses on creating impactful messaging that resonates with a reactive, mobile audience. Utilizing geo-targeted advertising and real-time pollen count feeds enhances contextual relevance. By collaborating with multiple media owners, this strategy ensures comprehensive reach. Emphasizing an audience-first approach, we strive to rewrite marketing rules to effectively engage consumers and keep Benadryl as their trusted relief option.
Innovating Allergy Relief: The Benadryl Campaign and the New Era of Consumer Engagement
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Presentation Transcript
Martyn stokes benadryl A campaign not to be sniffed at
THREE CHALLENGES OWN LABEL ONSLAUGHT THE REACTIVE CONSUMER LOCATION & MOBILITY ACT LIKE A LEADER CONTEXTUAL IMPACT LINE BY LINE GEO TARGETING
MET OFFICE POLLEN COUNT FEED LISTENING ACTIVATION MEDIA OWNER X MEDIA OWNER Y MEDIA OWNER Z SCREEN SCREEN SCREEN SCREEN SCREEN SCREEN SCREEN SCREEN SCREEN SCREEN
THE BOTTOM LINE AUDIENCE FIRST COLLABORATE RE-WRITE THE RULES
