How Zyrtec and Publicis Collective's focus on parental education pumped sales 24%

When Kenvue Australia's Zyrtec discovered 56 per cent of children in Australia suffer from allergies, but only one in five are diagnosed, they saw it as 'an education challenge'.

Armed with the insight that parents place the most trust in the personal experiences of other parents, they sought to bridge the knowledge gap through the daily ritual of children's story time. Together with Publicis Collective, the antihistamine brand worked with mother and author Phoebe Burgess to produce Zach and Zoe's Hide and Sneeze storybook.

In an interview with Mi3 Australia, Helge Grüttke, Chief Client Officer at Publicis Collective and Simone Tawadros, Marketing Activation Manager for Kenvue, share how the paid-owned-earned strategy increased unit sales by 23.9% and saw the equivalent of 24,000 new households now treating their children's allergies.

L-R: Simone Tawdros and Helge Grüttke

"Due to the opportunity that lies there, this isn’t a flash in the pan type of execution. It can’t be. We’ve got such a big job to do over many years. There was very much category thought leadership ambition with this." - Simone Tawadros.

“There’s a lot of trust that gets built over the years between the agency and client... I saw this as one of those great examples of trying something different. Let’s go all in on an insight, try and build something that is different to your normal reach campaign." - Helge Grüttke.

Read the interview here.