The Allevia Pollen Passport

Client: Allevia

In 2024, Allevia—already the UK’s #1 hayfever brand—faced a challenge: 88% of allergy spend occurs during April–July, leaving growth opportunities untapped. To expand beyond the UK hayfever season, Hearts & Science launched The Allevia Pollen Passport, a first-of-its-kind platform blending global pollen intelligence, personalised value, and creative technology.

Powered by Ambee’s hyperlocal sensors and integrated with Tripadvisor and Amazon, the Pollen Passport transformed real-time pollen data into actionable travel insights. Consumers received personalised forecasts, tailored discounts of up to 40%, and allergy-safe activity recommendations. Dynamic digital artworks visualised pollen conditions, while immersive media placements and contextual campaigns on Meta, Teads, and premium travel content drove engagement. Launching on Blue Monday—peak travel booking season—ensured maximum relevance. With just 5% of the annual media budget, the campaign smashed benchmarks: +17% brand recognition, +39% consideration, and a +10% January sales boost (+16% in Week 1). Engagement soared with 225k Tripadvisor CRM opens (+40% above benchmark), Expedia engagement 5x norm, and Meta IG Reels 3x benchmarks. By meeting consumers at the start of their travel planning, Allevia redefined allergy marketing—turning a seasonal category into a year-round growth engine.