Howard Lenn

THE ZYRTEC MUDDLE SHOP
Welcome to The Zyrtec Muddle Shop. Allergy sufferers are desperate for relief. So, this spring The Muddle Shop launched new, innovative products. Did they work? Not even close. But they did get the attention of people suffering from allergies when they needed relief most.

Awards: This mobile-first campaign was honored at the 2018 Mobile Marketing Association’s Smarties Awards with a Bronze in Mobile Video, Finalist in Brand Awareness, and Finalist in Cross Mobile Integration.

The Muddle Shop campaign plays off of the insight that allergy sufferers compensate for poor relief by doing all kinds of awkward things. They stuff their pockets full of tissues, wipe their noses on their sleeves, even smear mascara like raccoon eyes when they can’t stand the irritating itch. The Muddle Shop pushes this idea of compensating behaviors to an extreme. The shop carries products that actually help allergy sufferers fumble through their symptoms. Products like a hat with a toilet paper roll mounted on top ensure that you always have paper to blow your nose. These absurd extremes help us make the point that you shouldn’t muddle through allergies, but rather get Zyrtec for consistent relief day after day.

A mobile-first approach prioritizes the small screen, from optimizing the edit to optimizing SEO on YouTube. Our high-value target model delivers assets in context, for example outdoor interests, when allergy sufferers will benefit most from relief; and when it will have the biggest impact on motivating them to take action. Live a/b/c testing with online surveys provides real-time metrics on brand awareness and consideration, informing revisions and demonstrating which posts achieve the highest click through to our website and on to purchase.

We met our objective to deliver content with a meaningful benefit to allergy sufferers when they need relief most. Brand awareness rose +7.7%, and brand consideration rose +7.9%. YouTube click through to the Zyrtec website increased +217%. And view through to completion was 56%, compared to a category benchmark of 40%.