The Allegra brand has been on the market for several years, offering tablets and nasal spray for hay fever symptoms. Since early 2022, Centrafarm is a leading company with quality medicines, responsible for this A-brand. Its ambition is to help people suffering from hay fever to counteract it from the very first symptoms.
Newcomer
As a "newcomer" to the hay fever remedies market, Allegra faces the task of competing against existing brands with higher brand awareness and significant media investment. Brands that are all present in the media at the peak moment of the pollen season. A season that also presents another challenge in terms of planning: because of the fluctuating climate, the peak falls differently every year. How do you stand out from the crowd and maintain the flexibility to respond to changing factors such as the weather?
Inside-Out
STROOM went to work on this dual challenge. By rolling out an inside-out strategy, the foundation was laid for an effective media campaign. The POS activities planned by Centrafarm at key retailers were taken as a starting point, after which an additional media layer was added to the plan each time to increase reach among the specific target group. Digital Out-of-Home screens were deployed around the physical outlets to draw shoppers' attention to the Allegra brand and benefits. With targeted online activities, the offline deployment was widened and more explanation of Allegra products was provided. As icing on the cake, an exclusive partnership was set up with Pollenradar - part of Buienradar - with visibility on television (RTL channels), the Buienradar website and app and social channels.
https://www.youtube.com/watch?v=lSV8EF7glNQ
Always on & Relevance
In a media campaign, it is a must to reach the target audience through the right channel at the right time and with the right message. To convey the right message, Centrafarm developed new material for this campaign based on a fresh creative concept. The recognizable purple color (which returns in the packaging), the clear slogan "Hooikoorts doesn't stop you" and the sporty approach suit the active target group they want to reach.
To make sure we reached the target audience at the right time, two different layers were used during the campaign period. After all, an allergy trigger is different for each person. In addition, the weather plays a big factor and that cannot be planned for. For a stable base, an always-on layer was deployed from the beginning to the end of the campaign. In addition, a flexible relevance layer was developed and put live at times when the pollen index was high, in order to increase media pressure at these peak moments. This combination ensured effective media deployment with smart budget allocation.
No. 1 position
The inside-out strategy provided an integrated set of sales and marketing communication objectives. Not only have sales been boosted, but also brand awareness within the target group has been boosted by the consistent online, - offline - and Point-Of-Sale communication. The market share during the campaign has not only grown significantly compared to last year, this campaign also ended with a nice number-1 position in the category tablets within drugstores, the most important sales channel for these products. A result with which all parties involved are obviously very happy.