TYLENOL:
COMPLETE

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THE BRAND

 

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 CHALLENGE 

 
Tylenol tasked us to implement a strategic marketing campaign targeting Chinese Canadians, with the objective of positioning the brand as an enabler to go back to being your normal self and not let give-in seasonal cold and flu symptoms. 
 
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THE KEY INSIGHT

 
Chinese Canadian families tend to be close-knit and rely on each other for support. ​They place a high value on spending quality time together above all else. For young households, parents often face a busy and demanding schedule. Balancing work and spending time with their children is a top priority. However, illnesses such as coughs, colds, and flu can pose a significant obstacle to maintaining this delicate balance. It is crucial for parents to be at their best and remain active in their multi-tasked lives without slowing down. This way, they can continue to provide the care and attention their families need.​
 

THE BIG IDEA 

 

To showcase the importance of family bonds, we created a compelling digital film that vividly portrays how cough, cold, and flu symptoms can disrupt family time. The film highlights the restorative power of Tylenol Complete, which enables individuals to quickly recover their health and resume spending quality time with their loved ones.
 
 
 
 
 

THE KEY INSIGHT

 
Chinese Canadian families tend to be close-knit and rely on each other for support. They place a high value on spending quality time together above all else. For young households, parents often face a busy and demanding schedule. Balancing work and spending time with their children is a top priority. However, illnesses such as coughs, colds, and flu can pose a significant obstacle to maintaining this delicate balance. It is crucial for parents to be at their best and remain active in their multi-tasked lives without slowing down. This way, they can continue to provide the care and attention their families need.
 

THE BIG IDEA 

 

 

To showcase the importance of family bonds, we created a compelling digital film that vividly portrays how cough, cold, and flu symptoms can disrupt family time. The film highlights the restorative power of Tylenol Complete, which enables individuals to quickly recover their health and resume spending quality time with their loved ones.
 

THE EXECUTION

 

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 REULTS

 

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.

 
 
 
 

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