Client
Office
Buckley’s needed to widen its target to include younger adults.
Our challenge was to take a brand known as a cough syrup and make it relevant to non-users in a way that would still appeal to the established user base.
We also needed to expand Buckley’s symptom associations beyond cough, which Buckley’s was closely linked to.
We found inspiration in both the brand and target scope.
No other brand in the Cough, Cold & Flu category behaved the way Buckley’s did. The brand’s tone was unmistakable; it was quirkily funny, but straightforward and truthful at all times.
With such a wide range of people to appeal to, there was a great risk of being relevant to no one. We realized that we would need to target people based on their lifestyles and interests in order to strike the right chord.
We landed on a simple insight that lived at the intersection of the brand, the target, and the beyond-cough ask: no matter what your life looks like, it can’t stop when you’re sick.
We developed an innovative campaign using an asset bank which we deployed across social media, TruView, Google Preferred, and Director’s Mix. We worked closely with the media agency to ensure that for every data signal we could intercept, we had the perfect asset.
We took advantage of innovative new ways of doing dynamic creative optimization and learning from past campaigns by Buckley’s and competitors to help us, and our media partners, pair the right asset with the right person, at the right time — every time.
This approach meant we had to create a robust body of assets, but we did it efficiently. With just one shoot and four actors, we created 28 pieces of unique social content, 98 unique online videos (OLVs), 80+ comment reactions, and 98 YouTube Director Mix OLVs.
Our campaign’s strong relevance across targets was evidenced by its GSK- and industry-besting engagement rates.
