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Pain relief brand Tylenol builds awareness through programmatic DOOH

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By Awards Analyst, writer

December 6, 2022 | 4 min read

Quotient/Tylenol won at The Drum Awards for Out of Home 2022 in the most effective use of programmatic category for Tylenol Targets Right Moments Through Programmatic DOOH. Here, we find out more about what went into this successful awareness campaign.

Tylenol

Pain relief brand Tylenol builds awareness through programmatic DOOH

Pain relief brand Tylenol has reached out to people with particular health conditions to let them know that theirs is a brand trusted by healthcare professionals.

J3, Johnson & Johnson's exclusive media agency at UM, asked Quotient to digital out-of-home (DOOH) activity with promotions to engage target consumers with high blood pressure who suffer from joint and arthritis pains.

The brief

Taking advantage of a return to pre-pandemic levels of foot traffic the medicine provider employed large billboards and screens close to gyms and blood pressure machines at retailers, making people aware of a $5 reward for the purchase of two Tylenol products.

The omnichannel strategy harnessed Quotient's programmatic and indexing capabilities to access anonymized healthcare data, enabling it to reach the right people at the right time.

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The idea

Catering to a subset of the population that finds themselves unable to take certain pain medications the national-scale campaign reached out to those overlooked by others.

Granular control extended to making use of dynamic weather data to respond to rain, considered to be a trigger for increased demand for pain relief.

The results

By combining DOOH and national promotions in this way Tylenol cites a $36.83 return on ad spend.

In addition, 17% of new purchasers embraced the brand for the first time while 35% were classed as new purchasers to the category.

Future budget planning and campaign optimization were factored in by referencing retailer transaction data to measure results at the store level.

This campaign was a winner at The Drum Awards for Out of Home 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.

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