Kronans Apotek - Pollen goes fashion
Submitted by Cure MediaAgency IPI Score 57/100

Kronans Apotek Pollen Goes Fashion Creator Campaign

Influencer Marketing

Cure Media built a creator-led fashion concept for Kronans Apotek that recast pollen allergy symptoms as style, and the agency reports a 32% uplift in sales.

1M+Engagements
39M+Views
32%Uplift in Sales
+2Unaided Awareness

Case in 60 seconds

Kronans Apotek needed a win during pollen season, which the page calls the most competitive moment of the year, and the brief was to engage younger audiences beyond the traditional communication a pharmacy usually relies on.

Cure Media observed that spring is fashion season as well as allergy season, so runway looks fill the same feeds as people with puffy eyes and runny noses, and because the symptoms show on the body the condition could be treated as something worn rather than something felt.

The organizing thesis was that pollen allergy is something worn rather than only felt, so the agency launched a Pollen Collection in which symptoms became style, tissues turned couture and pharmacy communication was recast as fashion.

Paparazzi-style "Spotted" clips of creators Lisa Borg, Sofi Anckarman and Hanna Alenskog walking Stockholm in allergy couture were posted from anonymous accounts so they felt discovered rather than delivered, and a high-fashion film then revealed the full concept.

Cure Media reports 1M+ engagements, 39m+ views, a 32% uplift in sales and a +2 pp rise in unaided awareness, while the page also credits the campaign with 5 award recognitions without naming the award bodies.

Strategy Breakdown

Younger audiences beyond the reach of traditional pharmacy communication, and Swedes who suffer from pollen allergies during spring.
Spring feeds fill with runway looks and trend drops while many people are dealing with red skin and runny noses, and the campaign sat in the gap between how the season is presented and how it is lived.
Traditional pharmacy communication does not reach younger audiences, so Kronans Apotek needed to show up in a way the page says no pharmacy brand usually does.
The brand acts as the reminder that it carries what people with pollen allergies need, which Anja Fahlström of Kronans Apotek describes as the aim behind surprising people with something unexpected from a pharmacy.
Content that feels discovered rather than delivered invites people to share and discuss it, because the page says the anonymous clips turned confusion into curiosity and feeds into conversation.

Creative & Execution System

Partners

  • Cure Media

Creator role

  • Lisa Borg — creator
  • Sofi Anckarman — creator
  • Hanna Alenskog — creator

Results & Evidence

MetricValue
Engagements1M+ engagements
Views39M+ views
Uplift in Sales32%
Unaided Awareness+2 pp
Engagement Rate5.25
Award Recognitions5 award recognitions

Why Cure Media's strategy worked

  1. 1

    A health category can borrow the codes of a seasonal culture that runs at the same time, because the overlap between allergy season and fashion season gave a pharmacy message a reason to sit in feeds rather than interrupt them.

  2. 2

    Posting staged creator content from anonymous accounts before a reveal turns uncertainty into attention, because the page says blurring staged and real converted confusion into curiosity before the brand film explained the concept.

  3. 3

    A seasonal product push can be reframed as cultural content rather than promotion, which the agency credits with moving sales, traffic and awareness during the busiest period of the pharmacy year.

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