ALK initiation season campaign

This campaign bridges allergy seasons, encouraging our audience to take action in autumn for a smoother pollen season ahead. Starting allergy immunotherapy in the fall helps people with hay fever prepare for a better spring.

We promote the local consumer brand’s "Find a Doctor" tool through emails, Meta, and Performance Max ads, connecting users with specialists for personalised care. In markets without the tool, ads guide users to an article on allergy treatments, empowering informed discussions with their doctor.

The campaign also includes split testing of visuals, comparing images of cute pets—known for their popularity on social media—against images of people to identify what resonates best with our audience.

We had to ensure the ads didn’t unintentionally suggest they were about pets with allergies. To achieve this, the Art Director and I worked closely in selecting stock videos and creating copy that create a clear point of view. In each video, the pet serves as a visual representation—either symbolising pollen season or reflecting the experience of a person affected by allergies.