Humor can make an impact.
By using a light, humorous approach to the serious business of the debate, #DebateHeadache appealed to both sides of the political fence without getting too close to the debate itself.
Build buzz before the event.
Exploit the unavoidable nature of the event.
By acknowledging the unavoidable nature of the debate and its coverage in a humorous, nonpartisan way, @Excedrin used the ubiquity of the debate and its coverage to build its brand awareness.
As the head pain expert, Excedrin is committed to providing relief and finding solutions for all headaches — both real and metaphorical. Through social listening and our own proprietary research, we uncovered that the 2016 presidential election has caused more headaches than any other, and this served as the basis for our #DebateHeadache program, which aimed to draw nonpartisan attention to the headaches caused by American politics.