SUDAFED

Sudafed had a small budget but needed to create a new social campaign that could grab attention during cold season. With that, we created some quirky and relatable characters that take cold and congestion symptoms to another level. We showed consumers that we understood how they felt and could provide some maximum strength relief. In our first year, we had 144% return on ad spend, +13% lift in brand sentiment and +9% lift in ad recall. What started as a small social campaign eventually became the brand’s full campaign, extending to pre-roll, banners and digital out of home.

SOCIAL posts

In our first year, we created Facebook a mix of photo and video posts, mainly focusing on symptoms. Over the years, we have created a range of characters that show what it’s like when you can’t breathe to how it’s hard to think straight when you’re suffering from congestion and sinus pressure.

STATIC characterS

These additional characters are leveraged across social, banners and OOH.

Radio

Turns out using metaphors to describe how congestion makes you feel carries through to radio nicely as well so we created terrestrial and Pandora radio spots.