THE NEED / Give Children’s Claritin a reason to belong in the back to school shopping consideration set.
THE IDEA / Reinforce the need for allergy relief indoors and out by encouraging parents to help us create School Playgrounds.
We partnered with kaBOOM! – a national non-profit dedicated to saving play for America’s children.
This partnership allowed us to bring School Playgrounds front and center on our packaging, and tell a story that would work at retail and beyond.
HOW IT WORKED / All communications drive mom to our Facebook page, where they could choose from among 12 schools across the nation, see their stories and vote on the school they felt most deserving of a new playground.
Promoted through FSIs, social media, PR efforts and grassroots marketing, we significantly exceeded the goals for the program, beating all previous brand benchmarks. PLUS, we were able to help a school in need make play part of every day.