Clarityn was already a key player in the industry. This campaign aimed to increase awareness of Clarityn’s range during hayfever season, drive engagement through real-time tailored messaging that resonated with key customer segments, and boost sales and loyalty by targeting both new and repeat buyers.
Summary
The campaign aimed to empower sufferers to act early, educate on prevention, and boost sales while solidifying Clarityn’s market leadership. Using insights from Boots Advantage Card and Audience 360 data, the campaign targeted key consumer segments and a two-phase strategy drove engagement: pre-season education encouraged early action, while in-season activations used real-time pollen data for tailored messaging.
What we did
- Aisle Fins
- Floor Stickers
- Digital Screens
- In-store Radio
- Online banners, headers, and tiles
Results
62%
Brand uplift from radio
Challenge
Many hayfever sufferers delay treatment until symptoms peak, missing the preventative benefits of early intervention. Clarityn aimed to change this behaviour and solidify its position as the go-to brand for hayfever sufferers.
The Solution
Our strategy used Boots Advantage Card data to educate sufferers early and engage dynamically with reactive, real-time messaging.
A multi-channel approach combined innovative creativity with precision targeting. Having identified hayfever sufferers through purchase history, we integrated live pollen data in reactive digital screens and into reactive radio, delivering real-time, personalised messaging across channels, ensuring Clarityn was top-of-mind when symptoms struck.
Messages like “Don’t let hayfever take you by surprise,” encouraged preparation before symptoms peaked and reactive content during high pollen periods targeted new customers with reviews highlighting Clarityn’s efficacy, while loyal customers received messaging reinforcing the benefits of consistent use.
A seamless customer journey
Reactive screens in 75 Boots stores displayed dynamic, pollen-triggered messaging - As pollen levels fluctuated, so did the messaging. Bringing real-time relevance to customers, ensuring they felt supported at every stage of their hayfever journey. Clarityn became the first healthcare brand to activate reactive radio within Boots stores. Coordinated with the screens, this integration created a cohesive customer journey by reinforcing the same message audibly and visually.
2.37
£
ROI on radio
62
%
Brand uplift from radio
1.41
£
ROI on aisle fins