Johnson & Johnson spin-off Kenvue sought to educate Chinese parents on how to identify and treat allergic rhinitis.
Kenvue undertook to achieve growth in brand awareness and sales for Rhinocort, its over-the-counter treatment for allergic rhinitis.
In China, the prevalence of allergic rhinitis in children is increasing annually. Nevertheless, 70 percent of parents lack awareness of the condition, often mistaking it for a common cold and missing the optimal treatment window. In severe cases, untreated children can develop conditions like asthma and hypertrophy of the nasal turbinates, negatively affecting them both physically and psychologically.
In China, epidemiological studies in certain regions have shown that the prevalence of allergic rhinitis in children has increased from 14.81 percent to 19.75 percent and continues to rise. Due to a lack of scientific understanding of allergic rhinitis in children, many parents often misdiagnose or delay treatment, which negatively affects their long-term physical and mental health. These parents, who lack scientific awareness of allergic rhinitis in children, were the target audience for this campaign. They were primarily parents aged 25 to 45.
Kenvue, a spin-off from Johnson & Johnson, collaborated with China's leading media platform, Tencent, to create a public welfare documentary widely promoted through Tencent News, WeChat Moments, and WeChat Channels. This documentary authentically recorded the experiences of different children with allergic rhinitis, aiming to enhance parents' understanding of and attention to this condition.
Collaborating with China's largest media platform and the most authoritative public welfare organization, Kenvue integrated online and offline communications.
The brand launched the public welfare short documentary film "Sensitive Childhood," featuring authentic stories to resonate with parents and patients alike. The integrated approach spanned online platforms like Tencent to achieve wide reach. Offline, Kenvue organized major educational events in core business districts, complemented by deep engagement with Tencent's ecosystem to maximize social media coverage. Partnering with Tencent's core public welfare initiative, "Ninety-Nine Public Welfare Day," Kenvue established a charitable campaign entitled "A Little Red Flower That Won't Get Allergic," ensuring comprehensive public welfare engagement.
In the competitive landscape of over-the-counter allergic rhinitis treatments, Rhinocort's main competitor is Flixonase, whose media investment was 1.9 times higher than Rhinocort's in the first half of 2023. As a result, Rhinocort's brand visibility on various social platforms is weaker compared to Flixonase, and, prior to the campaign, Rhinocort's overall brand awareness was lower than Flixonase's across various metrics. However, Rhinocort's ingredient, budesonide, enjoys higher visibility and recognition than Flixonase and its corresponding ingredient. Before the campaign, Rhinocort's overall brand awareness, as reported in the brand health tracking report, was lower than Flixonase's across various metrics.
Kenvue's campaign did much to change that dynamic, in the first place by generating over 200 million impressions and garnering 75 million views with its documentary. As a result, Rhinocort's top-of-mind awareness increased by 2 percent compared to 2022, while sales revenue grew by 26 percent compared to the same period in 2022. Relatedly, after the campaign, 52 percent of respondents agreed with the statement, "This brand helps me feel less anxious when dealing with rhinitis." Additionally, Rhinocort's brand image as "suitable for treating rhinitis in children (6 years and older)" was rated 3 percent higher than its competitor Flixonase.
