Headaches are a different kind of pain, and Excedrin is a recognized leader in treating head pain. Excedrin’s service-oriented editorial newsroom has established it as a leading source of information for consumers engaged with managing head pain, from mild headaches to migraines.
From this base of service-oriented editorial content evolved a cross-channel marketing program inclusive of social media, paid media, content recommendation, public relations, email marketing and native advertising, all driven by the same goal of making Excedrin the comprehensive authority of headaches, with information that is credible – but also engaging.
To bring it to life, the agencies, legal and compliance, and brand teams innovated a unique production model called the “story package.”
A total redesign of the Excedrin.com that employed the basic Interaction design principles:
- Follow the user’s mental model
- Less is more
Keeping in mind restrictions like bandwidth and screen size allowed the team to focus on creating a streamlined experience. Allowing the user to easily and quickly find product information, editorial content or coupons.
Shorty – Silver Distinction in HEALTH AND FITNESS
Campaign results have been exemplary, with newsroom interaction rates exceeding industry benchmarks and display and social media content driving robust increases of purchase intent among the target audience of involved headache treaters. As measured by a Nielsen Brand Effect study, content run in May and June 2014 reached 13.6 million consumers in the U.S. and resulted in lift in ad recall, purchase intent, and brand recommendation in the 95th, 99th, and 97th percentiles versus CPG norms.
Following the launch of the content strategy in late April 2014, more than one million page views on the site resulted in interaction rates at least 200% over the ambitious goal of 4% – including strong bottom-of-funnel activity like clicks to coupons and email list signups. Similarly, interaction rates on display media have been 250% above the same goal interaction rate.