Reaching consumers with partnership before they know they need it.
CLARITIN® FOR PARENTS
How might we reach someone
who isn’t looking for us?
The Challenge
Parents of children suffering with allergies may not recognize the symptoms as allergies — or know how to treat them.
For Claritin, this knowledge gap meant unnecessary cold and flu treatments were obscuring the path to real solutions — and relief.
Our Solution
After being briefed by our global client, we took a deep dive into local market consumer behaviors, landscape audits, and parent interviews. From these outputs, I crafted a day-in-the-life of a mom whose child is newly experiencing allergy symptoms, showing where — and how — Claratyne (Claritin for Australians) should show up along the way.
The Results
Once we understood how to reach our “unaware parent”, I led a team through building a Hub to answer their questions and concerns, helping them identify allergy symptoms, uncover the surprise causes, and give their kids a voice about how they were feeling through interactive games and activities.
Tools
Miro
Sketch
Adobe
Invision
Key Contributions
Launch Roadmap Creation
Research Synthesis
Storytelling & Presentation
Creative Leadership
Multi-Channel Ideation
Workshop Facilitation
The Process
Assembling a multidisciplinary team of content strategists, strategic planners, data specialists, and experience designers, we conducted parent interviews, landscape audits, and competitor analysis, and then connected the dots to bring the “unaware parent” persona to life.
Meet Lauren. Mom. And now, dog mom.
Synthesizing our research into a cohesive story, I created a day-in-the-life of Lauren: mum of two, living in Australia, whose daughter is newly experiencing allergy symptoms after they brought home a puppy. From broad-based awareness to digital video pre-roll, we highlighted touchpoints that connected to symptoms and triggered micro-moments.
I layered visual creative, strategic insights, and media placement to bring Lauren’s experience to life.
Then, when she was ready to engage with Claritin, I led a team through building a place for her to go.
Introducing the Children’s Allergy Hub
All touchpoints led to the Children's Allergy Hub: a dynamic repository of education, expertise from trusted healthcare professionals, and products. I knew we would be intercepting parents in different need states, whether they were unaware or their children's symptoms weren't easy to treat. In response, my team of experience designers, copywriters, and content editors crafted an owned platform destination to meet their needs.
While our strategic planners and data specialists worked on channel priority and media purchase recommendations, I led a team of experience designers through workshops to re-imagine what this Hub should contain, from content to interactive trackers to first-party data generators.
“Amy truly changed the game on my expectations for a creative partner. She is strategic, smart, and collaborative.”
Launch Wireframe + Design
To build the Hub on our existing platform, we engaged a component library
to create adaptive wireframes and leveraged our design system to bring them to life.
Roadmap to Personalization
While the Hub was a starting point, the platform grew into a robust digital product. While my team continued to craft the visual output of the launch plan, I collaborated with strategists and data leads to develop a roadmap, introducing measurable steps our client could take to reach an always-on dashboard state. At our first meeting, they bought the first two phases immediately (yay!).
Ongoing Evolution
As the “unknown parent” strategy continues to evolve from awareness to full-funnel engagement, the Children's Allergy Hub grows, combining site interaction data with CRM, adding new voices to the experience, and keeping the spotlight on helping parents feel empowered in their children's allergy treatment.
We even made some playful activities for kids along the way. Meet the Symptemojis: a suite of icons for an interactive game, helping kids pair how they feel with symptoms their parents can understand.
