Wise Up!
Started as a maintenance brand, and now we're here.
Precision marketing + nighttime messaging pivot now the whole gang's here.
Which is to say that I've been the lead copywriter on this brand since we won its digital business back in October 2018.
Watch This TV Spot!
It got the 4th-highest copy testing score of any Sanofi ad ever btw
"Goodnight, Allergies" :30
The Work
Two words: Digital. Optimization.
Winning the business was predicated on this, and ever since, we've taken a precision marketing approach to create everything from broadcast TV and online videos to social ads, banners, and a nice little brand book (which you can't actually see because it's an internal document).
Look at This Website!
eCommerce
The Results
Took XYZAL from unknown OTC to the fastest growing allergy brand in the largest market in the world.
IRI Top 10 New Product Pacesetter Award
2019 Nielsen's Top 25 Breakthrough Innovations Award
21% increase in sales across all channels since 2018
Made Nigel the #3 Most Distinctive Brand Asset in Allergy Category
Online Videos
The really fun thing about Nigel is that he's a CGI owl that our friends at Framestore painstakingly animate over several weeks and thousands of dollars. Unfortunately, that's expensive.
So when we're not repurposing old broadcast spots for these online videos, we're taking more lightweight, cost-effective measures to bring Nigel to life.
"Hall of Allergies" :06 | Benadryl Competitive Micro-Segment
"Sweet Sound of Relief" :15 | Value Seekers Micro-Segment
"Allergies Don't Have a Bedtime" :15 | Sleepless Micro-segment
"Powerful Pollen Relief" :15 | Weather Micro-segment
Social
Facebook Creative Award Video
Sanofi was so proud of this little allergy brand that they asked us to make a video for an internally-awarded Facebook Creative Award. So... that's what this is.