Leading retailer engages ready-to-buy allergy sufferers with Kinsa's allergy media targeting
How symptom-based allergy targeting drove .93 correlation with product sales and 16% higher CTR, proving that real symptoms outperform pollen counts.
.93
Correlation to allergy product sales
16%
Higher CTR in recommended DMAs
200k+
Symptom inputs per day
The Challenge
The timing and intensity of allergy season varies by year, geography and symptom severity, making it difficult for marketers of allergy symptom relief products to accurately predict where and when to target allergy-focused campaigns. With this yearly challenge in mind, a leading national retail chain sought to engage allergy sufferers in their digital media campaigns to drive sales of its allergy relief products.
The Solution
The retailer leveraged Kinsa Insights' media targeting solution, powered by Kinsa's allergy symptom signal, to target consumers where and when they were suffering from allergy symptoms, regardless of pollen count levels. Analysis found that Kinsa's allergy signal yielded .93 correlation with allergy product sales, meaning the signal was a strong indicator of where and when consumers were purchasing allergy symptom relief products.
Real-Time Allergy Signal
Target where consumers are actually suffering, not just where pollen is high
High allergy symptom activity detected. Target this area for maximum CTR.
Allergy Symptom Levels (Nasal + Eye)
Map reflects simulated real-time shifts in allergy symptom levels. Kinsa identifies recommended DMAs based on nasal and eye symptom activity, not pollen counts.
Symptom Signal vs. Pollen Count
Why symptom data outperforms pollen counts
Pollen Count Data
- Measures environmental pollen, not human response
- High pollen ≠ high symptoms (varies by individual)
- Limited geographic granularity
- Doesn't capture indoor allergens
Kinsa Symptom Signal
- Measures actual human symptoms (nasal + eye)
- .93 correlation with allergy product sales
- DMA-level geographic precision
- Captured at symptom onset, ready-to-buy consumers
Correlation Analysis
Allergy signal tracks product sales with .93 accuracy
Allergy Signal vs. Product Sales
Each dot represents a DMA, showing strong .93 correlation
Kinsa's allergy symptom signal is a strong predictor of where consumers are purchasing allergy relief products, outperforming pollen count data alone.
Campaign Performance
Kinsa-recommended DMAs deliver 16% higher engagement
Click-Through Rate Comparison
Kinsa-recommended high-allergy DMAs vs. non-recommended DMAs
+16%
Higher CTR
in Kinsa-recommended DMAs
By targeting DMAs where Kinsa detected high allergy symptom activity, the retailer achieved significantly higher engagement than areas selected without symptom data.
How It Works
From allergy symptom to targeted engagement
Symptoms Detected
Kinsa captures real allergy symptoms (nasal + eye) from millions of households, not just environmental pollen data.
DMAs Identified
Kinsa identifies and recommends DMAs where allergy symptoms are very high, pinpointing ready-to-buy consumers.
Campaigns Activated
The retailer targets recommended high-allergy DMAs with digital media campaigns for allergy relief products.
Engagement Lifted
16% higher CTR achieved in Kinsa-recommended DMAs vs. non-recommended areas, driving allergy product sales.
Why Kinsa for Allergy
The advantages of symptom-based targeting
Targets actual allergy symptoms (nasal + eye), not just environmental pollen levels
.93 correlation with allergy product sales, a strong purchase intent signal
16% higher CTR in Kinsa-recommended DMAs vs. non-recommended areas
Data collected at symptom onset, reaching consumers before the purchase decision
200k+ symptom inputs daily from millions of households across the country
All data aggregated and anonymized, fully privacy compliant with no PII