Background:

Excedrin came to Twitch seeking out gamers because their research indicated that Gamers get headaches. Makes sense.

Strategy:

We identified an opportunity for Excedrin to have white space in gaming: being a Healer. Healers are a role found across games and they’re essential to co-op teamwork. Excedrin, as the best OTC headache medicine would find their lane in gaming by embracing Healing and Healers.

Concept:

We identified 5 creators each who experienced headaches do to the eye strain of long gaming hours. Over the course of these 5 streams, the creators discussed their personal issues with headaches, how Excedrin can help, and played games as healers. Going beyond awareness, Twitch built a custom piece of technology for redeeming points that could unlock a discount to purchase Excedrin on Amazon.

Execution:

The campaign indicated high brand affinity with Excedrin as a result of their embrace of gaming. It also indicated a consideration lift of 22% and 19% purchase intent.

Concept, Strategy and Creative Direction: Erin Joyce