As a 60-year-old brand, Excedrin needed to reach a younger 18–24-year-old audience. Research quickly revealed two things: first, this group loves to play video games – and second, everything about gaming causes headaches.
Gaming was at an all-time high – and gamers were 55% more likely to suffer from headaches. But Excedrin was facing a problem, with only 25% awareness among 18–24-year-olds.
To help educate gamers about the connection between gaming and head pain (and give them the tools to avoid it), Excedrin adopted “The Healer”— a character class that helps players stay in the game.
We developed a mindful gaming routine grounded in research and created original video content featuring six healers — representing a variety of video games and audiences. We also formed the first-ever OTC brand partnership with Twitch to meet gamers where they are and turned to influencers like prominent gamer Matthew “Nadeshot” Haag to help spread our message of relief.
Excedrin for the win
“Game Over for Headaches” was a hit. Campaign results include 190 earned media placements and over half a billion impressions. Millions of new viewers on Twitch watched more than 19M minutes of Excedrin-related content, mentions of Excedrin among gamers increased by 50% month over month and over 500K households of 18- to 34-year-olds started buying Excedrin.
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