Tylenol is an over-the-counter medication that helps in reducing pain, fever, and flu like symptoms. The active ingredient of its original flagship product is acetaminophen. The brand name is owned by McNeil Consumer Healthcare, a subsidiary of Johnson & Johnson global.
The digital film shows a Chinese Canadian father suffering from the effects of a cough, cold, and flu, resulting in his inability to spend quality time with his family, specifically his young son. The mother, noticing her husband’s ailment, offers him Tylenol, which, upon consumption, begins to alleviate his symptoms and restore his health, allowing him to “regain his day” and get back to enjoying his family time. As a part of our media tactic to build awareness the film was played on: iQIYI (Mandarin version of Prime Video), TVB (Cantonese language video streaming platform) and YouTube.
The campaign was highly successful, achieving 7.6 million impressions with a reach of 650,000 unique individuals. Additionally, the campaign generated CTR of 0.36% and 27,000+ visits to the landing page. This film was played on very specific media platforms where the target audience spends a majority of their time. To add recall and drive traffic affinity driven insertions were conducted on WeChat (over 1 million Chinese Canadians on the platform) & Weibo (over 750K Chinese Canadians). Overall, the campaign was a successful multicultural campaign.