Background

In the realm of healthcare, Xyzal empowers individuals to take control of their allergy symptoms and live more comfortably. By providing effective relief from common allergic reactions, Xyzal contributes to improved daily functioning and overall well-being. This case study explores my role in developing marketing content that resonates with individuals seeking a dependable solution for their allergy concerns.

Xyzal sought to differentiate itself in a crowded market. We developed a unique brand story centered around the character Nigel, leveraging Xyzal's key benefit of nighttime dosing. I contributed to UX-optimized website copy and digital marketing campaigns to elevate the brand's visibility and engagement.

The Process

We capitalized on Xyzal's unique selling point of nighttime dosing by creating a relatable character, Nigel. To bring Xyzal's brand story to life, we focused on creating engaging and informative website through Nigel. This involved:

  • Information Architecture:

    • Site Map Development: We created a clear and intuitive site map to organize content effectively. Key pages included:

      • Homepage

      • Why Xyzal

      • Our Values

      • Products

      • About Allergies

      • Where to Buy

      • Storytime With Nigel

    • Content Organization: Content was categorized based on user needs and intent, ensuring easy navigation and quick access to information.

  • Content Strategy:

    • User Personas: We developed detailed user personas to understand the target audience's needs, pain points, and preferences.

    • Content Calendar: A content calendar was created to plan and schedule content creation and publication.

    • Content Guides: Clear and concise content guides were provided, outlining the key messages, target audience, and desired tone and style.

  • Content Creation and Optimization:

    • Keyword Research: We identified relevant keywords to optimize content for search engines and improve discoverability.

    • Compelling Copywriting: Crafting clear, concise, and persuasive copy that highlighted the benefits of Xyzal's nighttime formula.

    • User-Centric Design: Ensuring the website content was easy to navigate and understand, with a focus on user experience.

    • SEO Optimization: Implementing on-page SEO techniques, such as meta titles, meta descriptions, and header tags, to improve search engine rankings.

Takeaways

What a difference thoughtful website content can make! For Xyzal, we saw a real jump in traffic just by making the site easier to find and the messaging clearer. People actually connected with what we were saying, which was fantastic. It definitely helped get the word out about this new brand. By focusing on clear, helpful website content, we helped more people find the information they needed, leading to increased traffic and engagement. The creation of Nigel also played a key role in building awareness for Xyzal in a distinctive and memorable way. Honestly, "Storytime With Nigel" was a highlight—seeing how an interactive story could engage kids and parents dealing with allergies was pretty cool and made the brand feel more human. That was all about connecting with families on an emotional level, making Xyzal feel like a brand that understands their world.