We turned our social channels into a real-time focus group, inviting our fans to define our next national brand campaign.

After launching ZzzQuil on social, we gained the highest engagement on social out of all P&G brands, with over 2.1 million users engaging actively.

So once we accumulated many fans who knew and loved us, we set out to redefine the old way of testing creative. We got rid of focus groups, and instead, invited our social followers to consult on the evolution of the brand.

We tested various creative on social, and listened to fans’ reactions, so that they, rather than bored attendees at a focus group, could define our next national brand campaign. This is how our most liked social posts inspired our brand Sleep Like campaign.

The ZzzQuil Sleep Like campaign was born off of one of our most highly-engaged social posts. It took known idioms, and one upped them.

On print, we re-thought Sleep Like idioms, specifically targeted to the publication where they appeared.

On social, we latched onto topical moments to share our Sleep Like messaging.

Recognition