After six years of marketing silence since going generic, FLONASE® Allergy Relief, a well-known prescription allergy medicine, was launching over-the-counter into a cluttered and competitive category.

To break-through and differentiate in areas where competitors were weak, the brand led with an insight-driven strategy based on content development and consumer engagement—all done to win organically (through search, referral, and social) and not pay for every prospect.

The brand’s creative platform, "Be Greater than your Allergies," delivers against this strategy and is brought to life across three of the brand’s owned properties: “FLONASE®: Behind the Brand” (http://flonase.tumblr.com), Flonase.com, and “FLONASE®: 24 Hours of Being Greater” (https://begreater.flonase.com/).

Within one month of launch, the 60- and 120-count units have become the #1 and #2 products sold within the category, and the brand already has a +10% market share, all while setting a new standard for OTC brand launches.

FLONASE® launched across three owned properties and a wide range of formats, all built upon a creative platform that showed people how they can "Be Greater than their Allergies."

“FLONASE®: Behind the Brand” (http://flonase.tumblr.com) was created prior to product availability to give early advocates a peek "behind the curtain." It introduced a brand that was willing to be direct and refreshingly honest with consumers.

Flonase.com launched in February, 2015 to encourage people to buy the product and serve as a hub for ongoing content publishing. It provides the information people expect, plus a continual stream of content that covers the category in unique and different ways.

Finally, for the height of allergy season, “FLONASE®: 24 Hours of Being Greater” (https://begreater.flonase.com/), features 6 Instagram photographers who document their lives without allergies getting in the way and invites people to share their own experiences through the hashtag #BeGreater24.

FLONASE® is off to a remarkable start, and efforts like “24 Hours of Being Greater: The Big Picture” are contributing to its success. The activation was launched on YouTube, where the trailer video already has nearly 1 million views, driving a 3.4X lift in subscribers within the first 24 hours.

As for the brand, within one month of launch, the 60- and 120-count units have become the #1 and #2 products sold in the category—commanding over 10% market share.

The plan, and the creative platform that brings it to life, is delivering against the strategy and exceeding expectations. FLONASE® is connecting with the right people and demonstrating all of the ways it can help them be greater than their allergies.