The first app that teaches you what you're allergic to.

Zyrtec's share in the crowded allergy category was plummeting. It was outspent 2-to-1 on television. But online, we dominated with about half of all category traffic. There was an opportunity to deliver greater utility and strengthen the bond with the brand. If we could recapture the consumer's imagination, we could recapture their wallets in the allergy aisle.

People turn to Dr. Google when noses start running. But it's general information. We could personalize the information they're looking for, become the expert they turn to daily. And the last brand they see before deciding to treat symptoms.

Zyrtec AllergyCast triangulates pollen data, weather data and how the user is feeling. It teaches them what their allergic to. And it rewards them for coming back, with charms, daily and monthly prizes.

AllergyCast is the #1 branded allergy app on iTunes and Google Play, and top 20 for all weather apps. Purchase intent increased 48% among users. In the spring and fall allergy season, 30% of users opened the app every single day. It not only reignited love for the brand, it also became the heart of our loyalty strategy.

The first pollen app that teaches you what you're allergic to.

Zyrtec AllergyCast triangulates pollen data, weather data and how the user is feeling to teach them exactly what's making them sneeze and scratch their eyes out. It logs all this data and saves it by date on a searchable timeline. It not only helps users decide whether or not to treat, but also teaches them what they're allergic to and at what levels. The timeline helps predict future symptoms, determine when the user will suffer, and can even be shared with a doctor.

AllergyCast was promoted on our web site, mobile site, Facebook page and newsletter. It was widely reposted and picked up by blogs. There was a very small banner buy that displayed the current local pollen count and promoted the app. And to keep people coming back, we gamified the whole experience with daily and monthly prizes.

#1 branded allergy app on iTunes and Google Play.

AllergyCast has been downloaded 400,000 times. It's the #1 branded allergy app on iTunes and Google Play, as well as in the top 20 for all weather apps. Users spend an average of 15 minutes a month with it. And in the Spring and Fall allergy season, 30% of users open it every single day.

It also nailed our business objectives. Purchase intent is up 48% among users, achieving our goal of becoming top of mind and building loyalty. Further, 62% of app users intend to recommend the brand, exceeding the Opinion Labs norm by 313%. And in the Fall allergy season following our Spring launch, Zyrtec captured #1 Share for 12 weeks, and achieved #1 adult household penetration for the entire year. Building on allergy sufferers' love for the app is now at the heart of our loyalty strategy.