174 Case Studies
Case Study: Excedrin relieves the #DebateHeadache and drives massive debate-time awareness with Twitter
A Twitter Case Study
How Excedrin relieved the DebateHeadache and won the presidential debate
Excedrin tapped into the frenzy around the 2016 U.S. presidential debates to address a simple insight: the election was literally giving people headaches. The brand’s challenge was to cut through a noisy, partisan news cycle with a relevant, light‑hearted message that linked Excedrin to relief without taking sides.
The #DebateHeadache campaign on Twitter used humor, creative visuals, audience insights and targeted ads, launching ahead of the debate to build momentum and capitalize on the event’s ubiquity. The result was a clear spike in awareness and positive conversation—significant increases in followers, impressions and engagement—while maintaining a nonpartisan voice and reinforcing Excedrin’s promise of relief.
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