Benadryl One wanted to enlighten millennials, mostly unaware allergy sufferers, about allergies and the allergens that cause them. Millennials won’t talk about allergies. But they’ll talk about things that they hate.

We channeled that hate to educate them about allergies by turning their colloquial expression of hate into a hashtag: #AllergicAkoSa.

We created a persona, Allergic Alice, who made a music video about pet peeves, inviting people to tweet using the hashtag.

After we got people talking, she released another video, now educating people about the real causes of allergies.

The campaign got people talking about allergies and Benadryl One.

We used #AllergicAkoSa, millennials’ colloquial expression of hatred, to get into everyday conversations.

To kickstart the campaign, we launched an unbranded #AllergicAkoSa music video, featuring a bubbly ranter, Allergic Alice, singing about her pet peeves. We also created a Twitter account, @AllergicAlice, to encourage engagement and participation for the brand and personality. To amplify the video and Twitter account, we used radio to invite everyone to tweet what annoys them using #AllergicAkoSa.

After we got people talking, we launched another video where @AllergicAlice revealed the real causes of allergies. She realizes she’s not allergic to windbags, but to dust and pollution; not to public displays of affection, but to flowers; and not to her boyfriend, but to the allergens on his clothes. The video closes with how Benadryl One can help. We continued to educate and engage them with more content about allergies on Twitter and Youtube.

The campaign successfully got people talking about allergies and Benadryl One.

The YouTube videos generated over 2.7M views, 54% above target and resulted in over 2,000 subscribers for the brand’s channel. It ranked 4th top-viewed ad in the country by Google/YouTube. It also inspired numerous fan parodies.

#AllergicAkoSa trended #1 locally and #4 worldwide upon launch and became the country’s 1st ever Twitter Business Success Story.

The campaign gained 3-5% engagement rate and generated Php6.6M in earned media, both well above the Philippine industry average.

The brand’s business grew by +12% in value and +12.5% volume.