Increase Flixonase (FLX) Allergy Nasal Spray sales in pharmacy by:
Motivating consumers to demand FLX from their pharmacies by building brand awareness and relevancy.
Motivating pharmacies to recommend FLX to consumers.
MOST CHINESE THINK THAT NASAL ALLERGIES ARE CAUSED BY AIR POLLUTION. THEY’RE WRONG. MOST NASAL ALLERGENS ARE ACTUALLY TRIGGERED BY WEATHER CONDITIONS.
Nasal allergies are a massive problem in China, with 1 in 4 people suffering.
Most sufferers think that nasal allergies are caused by air pollution, or that their symptoms are simply an everyday discomfort. They don’t realise that weather plays an important role for nasal allergy sufferers, with most allergies caused by weather-induced allergen levels – the main culprit. However, allergen levels are hard for consumers to anticipate.
Flixonase, a powerful anti-allergy medicine, wanted to educate people on the truth – that most nasal allergens are actually triggered by weather conditions. And that Flixonase was the perfect nasal allergy solution, available from all pharmacies.
Pharmacies are largely still brick and mortar retail businesses who need foot traffic to increase their revenue. As such, whatever media we used needed to be an O2O solution that drove in-store traffic.
WE ADDED AN ALLERGEN TRACKING LAYER TO CHINA’S MOST POPULAR WEATHER APP, SO PEOPLE COULD CHECK FOR ALLERGEN LEVELS AT THE SAME TIME THEY CHECKED FOR WEATHER AND AIR POLLUTION LEVELS, AS THEY PREPARED TO GO OUTDOORS.
Our primary objective was to educate consumers on the causes of nasal allergies, then to prompt them to visit our pharmacy partners to seek Flixonase as the solution.
Knowing that most nasal allergens are actually triggered by weather conditions, we realised that the best moment to educate consumers was when they were preparing to go outside.
We partnered with China’s most popular weather app to achieve this. In China, people not only check weather apps for weather predictions, but also for Air Quality Indicator (AQI) levels that measure daily air pollution – a big problem in China.
Our strategy was to add in a third layer of information, beyond just weather and Air Quality. By adding in measured ALLEGEN LEVELS into the weather app, we would not only let consumers know if they were likely to experience allergy symptoms, we would also be educating the unaware group on what allergens actually are.
To drive foot traffic into pharmacies, we built an O2O solution, connecting the weather app directly to commerce during the most relevant times and at the most relevant places.
During days with high allergen levels, we know that consumers are most likely experiencing symptoms. Allergen levels would then also trigger our ad in real-time, during the moments when consumers are likely seeking solutions.
On high allergen days, we then used geo-location data on their phones to show consumers a map of nearby pharmacies to help get immediate relief from their symptoms (or anticipated symptoms). A time-sensitive coupon for Flixonase would incentivise on-the-spot purchases in-store – all served via the weather app.
WE PARTNERED WITH MOJI, CHINA’S #1 WEATHER APP, TO CREATE THE FLIXONASE ALLERGY MONITOR – AND DROVE SALES IN PHARMACY BY SERVING LOCATION-BASED ADS AND DISCOUNT VOUCHERS, ALL WITHIN THE MOJI APP.
We chose the Moji Weather app, China’s #1 weather app, to execute our strategy.
We integrated The Flixonase Allergy Monitor into the Moji weather app, so that allergen levels appeared alongside weather and air pollution levels.
As consumers checked for the weather and air pollution levels every morning before they left the house, the Flixonase Allergy Monitor would also inform them of airborne allergen levels which could cause nasal allergies.
If allergen levels were high enough to trigger symptoms, a Flixonase ad appeared within the app, calling out common symptoms of nasal allergies caused by weather-induced airborne allergens.
The Call-to-Action in our ad directly took consumer to the solution – nearby pharmacies that sold the Flixonase Anti-Allergy Nasal Spray. Since the Moji Weather app needs geo-location data to check the weather, we used the same location-based function to show nearby pharmacies in their vicinity.
As our ad is contextual to the allergen levels, we further incentivised the consumer with a time-sensitive coupon for Flixonase redeemable at a nearby pharmacy – gaining immediate relief from their allergy symptoms with an instant discount.
Pharmacies were so happy with our effort in driving store foot traffic, they allowed for us to put up in-store displays. These LCDs acted as the final push in-store, educating in detail on nasal allergies and how Flixonase can help.