Creative Execution

We used #AllergicAkoSa, millennials’ colloquial expression of hate, to get into everyday conversations. To kickstart the campaign, we launched with a Twitter persona named @AllergicAlice with her unbranded #AllergicAkoSa music video about pet peeves that invited people to tweet using the hashtag. She responded real-time hooking more people into the conversation. After generating interest, she released another video where @AllergicAlice revealed the real causes of allergies – the allergens. She’s allergic to flowers, dust and dander; not to sweet couples, windbags nor cat-selfies. The video closed with how Benadryl can help. She continued educating and engaging people with responsive posts.

The campaign successfully got people talking about allergies and Benadryl One. The YouTube videos generated over 2.7M views, 54% above target and resulted in over 2,000 subscribers for the brand’s channel. It ranked 4th top-viewed ad in the country by Google/YouTube. It also inspired numerous fan parodies. #AllergicAkoSa trended #1 locally and #4 worldwide upon launch. The campaign also became the country’s 1st ever Twitter Business Success Story. The campaign gained 3-5% engagement rate and generated Php6.6M in earned media, both well above the Philippine industry average. The brand’s business grew by +12% in value and +12.5% volume.

Benadryl One wanted to enlighten millennials, mostly unaware allergy sufferers, about allergies and the allergens that cause them. It’s hard to make millennials talk about allergies, but it’s easy for them to talk about things that they hate, especially in social media. To start a conversation, the brand channeled that hate to educate them about allergies by turning their colloquial expression of hate into a hashtag: #AllergicAkoSa (translation:#ImAllergicTo). We launched with a twitter persona named @AllergicAlice with her unbranded music video about pet peeves that invited people to tweet using the hashtag. She responded real-time hooking more people into the conversation. After generating interest, she released another video, now educating people about the real causes of allergies and how Benadryl One can help. As she continued to gain more followers, she kept on educating and engaging them with responsive tweets and videos about allergens and the brand.