Healthcare Marketing Impact Awards - 2024

Campaign: Allegra Airways
Agency/Firm: Edelman
Client: Sanofi (Allegra)

Seasonal allergies are going to get worse with the impacts of climate change. That's bad news for the more than 81 million Americans who suffer from seasonal allergies. To combat this, allergy medication Allegra created “Allegra Airways,” a website to help find and map real-time routes for running, biking and walking that have better air quality using live pollen and pollution data. The map tracks 12 types of pollen, including grass, maple and oak, and six air pollutants, including particulate matter and sulfur dioxide.

Allegra partnered with Edelman to educate consumers about the connection between pollen, pollution and allergies while boosting brand awareness and engagement. The website not only showed less-polluted paths but offered discounts on Allegra. Users in areas with higher populations received larger discounts. Allegra also worked with former NSYNC singer Lance Bass for a social media campaign.

According to the brand, the effort turned a 4% sales decline into 1.45% growth, moving Allegra from third to second in category share of voice and driving a 19 percentage-point improvement compared to last year. The campaign also led to $3 million in sales as well as the development of 206,943 clean routes within the service. In five weeks, the website created 206,943 clean routes, increased brand love by 22% and increased purchase intent by 50% with 38% of people saying they would switch to Allegra.