Excedrin Digital, Case study The Debate Headache Weber Shandwick New York

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The Debate Headache

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Sector Asistencia sanitaria y farmacéutica
Media Digital, Case study
Mercado Estados Unidos
Agencia Weber Shandwick New York
Creative Director Hamilton Tamayo, Kevin Do
Copywriter Yimin Peng
Publicado octubre 2016


LIA Awards 2017
Digital Cosmetics/toiletries/pharmaceuticals Bronze Winner

Creditos y descripciones

Title: The Debate Headache
Agency: Weber Shandwick
Brand: Gsk Consumer Healthcare, Excedrin
Country: USA
Entrant Company: Weber Shandwick, New York
Advertising Agency: Weber Shandwick, New York
Media Agency: Phd , New York
Pr Agency: Weber Shandwick, New York
Production Company: Weber Shandwick, New York
Chief Marketing Officer: Theresa Agnew (Gsk Consumer Healthcare)
Global Brand Leader: Cate Sefton (Gsk Consumer Healthcare)
Global Lead, Category Communications And Content: Sarah Hodson (Gsk Consumer Healthcare)
Director, Excedrin Us: Amardeep Kahlon (Gsk Consumer Healthcare)
Digital Marketing Director: Meredith Herman (Gsk Consumer Healthcare)
Director Of Communications: Caryn Prevedi (Gsk Consumer Healthcare)
Senior Brand Manager: Scott Yacovino (Gsk Consumer Healthcare)
Manager, External Communications: Joanmarie Goddard (Gsk Consumer Healthcare)
Brand Manager: Josh Gabriele (Gsk Consumer Healthcare)
Associate Brand Manager: Sonal Modi (Gsk Consumer Healthcare)
Associate Brand Manager: Liv Wu (Gsk Consumer Healthcare)
Executive Creative Director Health Care: Peter Gay (Creation)
Executive Vice President, Executive Creative Director Consumer: Jenna Young (Weber Shandwick)
Executive Vice President: Ethan Bauley (Weber Shandwick)
Executive Vice President: Andrea Fassacesia (Weber Shandwick)
Senior Vice President: Eve Zibel (Weber Shandwick)
Senior Vice President: Jake Wolper-Gosler (Weber Shandwick)
Creative Director: Hamilton Tamayo (Weber Shandwick)
Creative Director: Kevin Do (Weber Shandwick)
Account Director: Richard Nevins (Weber Shandwick)
Account Director: James Ellington (Weber Shandwick)
Group Manager: Jenna Glynn (Weber Shandwick)
Copywriter: Yimin Peng (Weber Shandwick)
Managing Director, Media Strategy: Bhaya Nabis (Phd)
Group Account Director: Vito Ellison (Phd)
Associate Strategy Director: Katelyn Pavloff (Phd)
Strategy Supervisor: Leslie Kaalund (Phd)
Group Director: Amman Badlani (Resolution Media)
Social Media Associate Director: Sara Tehrani (Resolution Media)
Social Media Strategist: Julia Fuino (Resolution Media)
URL: https://twitter.com/Excedrin/s...
Campaign Description:
Social listening found a spike in conversations around headaches related to the U.S. presidential primary debates in spring 2016. Excedrin validated this insight by conducting custom research which revealed that nearly 7 out of 10 Americans believed the 2016 U.S. presidential election caused more headaches than any other election year.Although the golden rule of brand marketing is to avoid politics, as the leader in headache relief we approached the final U.S. presidential debate as we do everything else: head on. Rooted in brand-owned research, we developed a 360º program – anchored with a Twitter Promoted Trend – which allowed us to tap into a national conversation. In doing so, we garnered maximum visibility and resonance for Excedrin’s head pain specialist positioning with everyone from general consumers to media.
#DebateHeadache became one of the most far-reaching and authentic brand engagements during the election season. Within hours of the first tweet in the series, media coverage appeared in consumer/lifestyle, business and marketing publications, national and local broadcast. 400 earned media placements (350MM+ impressions) in the most-read, most-watched, most-influential media including the New York Times, The Late Show with Stephen Colbert and even Saturday Night Live – often cited as the ultimate validation of pop culture presence. CNN named Excedrin the “Debate Winner before it even began.”Additionally, #DebateHeadache saw more than 180,000 engagements across social platforms. •During the 4-week post-campaign period, sales were +9.7% vs. the year prior; +7.6% vs. prior 4 weeks. The total category was -1.3% vs. prior 4 weeks during the same period. •Generated an incremental sales lift +10% vs. the year prior.•Two weeks post-launch, captured highest market share of the year
Brief with projected outcomes:
All promotional materials, including digital and PR, must comply with U.S. Food and Drug Administration (FDA) and Federal Trade Commission (FTC) regulatory guidelines. Both require that all claims must be truthful, cannot be misleading or unfair, and include necessary transparency/disclosures regarding paid sponsorships and endorsements of spokespeople.
SituationNo matter their political party, beliefs or loyalties, Americans told us that the 2016 U.S. presidential election was the single biggest headache of the year.Through social listening and proprietary research, Excedrin found an opportunity to offer pain relief caused by a truly headache-inducing moment: the third and final U.S. presidential debate. We called it #DebateHeadache.Brief Activate passive head pain consumers by connecting to a highly-relevant, metaphorical headache (the debates leading up to the presidential election) and presenting Excedrin as a treatment option.As the head pain expert, Excedrin understands what sufferers go through and is uniquely poised to relieve the headaches consumers face.ObjectivesThe campaign sought to:•Drive relevance in the low-engagement headache category•Showcase Excedrin’s expertise in all things headache-related•Unite people seeking headache relief•Catapult Excedrin into the cultural conversation surrounding the election
In the days leading up to the third and final presidential debate, we delivered custom head pain relief kits to top consumer, health and political journalists. We teased that a big headache was coming and that Excedrin would be there to provide relief.The morning of the final debate, we began our social takeover on Twitter with a simple, singular message, grounded in our brand-owned research: “The possibility of a #DebateHeadache is high. Be prepared with Excedrin.” By the start of the debate, #DebateHeadache was trending. Reporters and consumers shared their commentary and applauded Excedrin for finding a way to deliver bipartisan relief. It was clear that Excedrin was the new third-party who entered the final presidential debate and many consumers, and top-tier media and influencers, declared us the winner.
We tapped a clinical psychologist and headache specialist to help people understand their pain. We engaged mainstream media with head pain relief kits. We leveraged existing consumer and media conversations and identified social media as a channel to inform consumers and spark conversations with reporters. We created numerous pieces of engaging positive, bipartisan content, optimized for the best platform to share our message: Twitter. Combined, these efforts created one of the year’s biggest Twitter trends – #DebateHeadache.Across channels, our message was simple: no matter what side of the aisle you’re on, headaches are universal and Excedrin is here to help. By being contextually relevant, non-partisan and relatable, we struck a nerve that resonated within existing social media conversations and ignited new ones, drove earned media attention, and demonstrated Excedrin’s expertise. Target media: broadcast, online consumer, health, marketing/ad trade, political correspondents, healthcare industry and women’s and men’s lifestyle media.
The 2016 U.S. presidential election was perhaps one of the most talked about elections in recent history, causing real and wide-spread implications for millions of Americans, as well as for people around the world. It was a time when we saw metaphorical headaches turn into real headaches. Upon recognizing this shift, only Excedrin – the leader in headache relief – could tell this real-life election headache story. We did this by bringing massive attention to this cultural phenomenon, while bringing people together and providing actual pain relief.