THE EXECUTION

We developed an integrated digital, social and earned media campaign to reach Canadians who were eligible to receive their first and second vaccinations and would be at risk of side effects, including headache, fever, and pain at the injection site. Armed with research about the channels they use and the people they are influenced by, we grounded our campaign and materials in the production of five exclusive #AfterMyShot sessions with Canadian entertainers, celebrating what they were looking forward to most about getting back in front of a live audience, giving fans a taste of what is to come after their shot.

THE OUTCOME

This campaign helped to change the trajectory of sales volume and share for Advil as part of the brand’s overall pandemic recovery strategy. Advil has experienced consistent month on month brand sales growth ahead of target as well as share improvement despite additional ongoing COVID-19 related supply challenges, while also surpassing pre-pandemic run rates. #AfterMyShot re-connected Canadians with the pain relief product as demonstrated by the accelerated recovery, indicating the campaign’s ability to foster top of mind consideration for Advil vs. competitors.