Zyrtec – Storytime

Challenge

No one gets bombarded with as many wildly varied opinions as parents. When every daily occurrence, from snacks, to baths, to clothes are scrutinised, the idea of adding another ‘watch-out’ to the list can be paralysing.

However, the reality is, 56% of kids in Australia are likely to suffer from allergies, almost equal to adults. But the diagnosis gap is huge: 20% for kids, vs. 37% in adults.

This was a challenge for Zyrtec – we aimed to drive penetration in the Kids Allergy category, but 6 in 10 parents hadn’t even heard of allergic rhinitis, and 40% had no clue what triggered allergies in kids.

So, who would parents trust to introduce yet another consideration to look out for? While just 14% of mums trusted ads, and 21% trusted a ‘mummy blog’, 70% trusted personal experiences shared by other mums. 

Idea

To grab share of parenting ‘brain space’, we needed to focus on a key connection moment where parents and kids were free from the frenetic pace of the day. We landed on the bedtime routine via ‘story time’, which 79% of parents use to learn and bond. We leveraged this moment by enabling a career expansion – from influencer to author.

We partnered with Phoebe Burgess, an influencer and mum of two with allergic rhinitis, and paired her with illustrator Simon Greiner to write a storybook, inspired by her family’s experience.

Introducing… Zach and Zoe’s Hide and Sneeze, a storybook that not only entertained kids, but helped Aussie parents better understand allergic rhinitis.

Results

• 190+ pieces of media coverage 
• 22m.+ earned media impressions
• 80k books distributed to Aussie households via Chemist Warehouse