Tylenol Case PDF

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Analysis of Tylenol...

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Noa Petragallo – Advocacy Marketing 2021

Tylenol Case

1. Why did Tylenol resort to advocacy marketing? Tylenol did this because each year, they were losing 10.2% of the 18-34years old who used Tylenol and the risk of losing millions of consumers was very high. The trend was changing for that age segment and Tylenol had no choice but to turn to advocacy marketing since they don’t like traditional advertising as it had been proven unsuccessful when looking at the results. They therefore decided to use advocacy to promote ideas that would appeal to that segment and these ideas were that feeling pain was okay as long as you took Tylenol to be able to continue feeling it. 2. Name at least three communities that Tylenol targeted through its Ouch program Tylenol targeted communities through a multi-year plan to create long lasting relationships and no short relationships and more importantly, they targeted communities related to feeling pain. Starting with extreme sports in year 1 (skateboarders, surfers), then cultural communities in year 2 (break-dancers, indie music listeners) to finally expand to video gamers in year 3. -

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Why did they choose each of these communities? Since Tylenol’s goal was to target young people that felt pain at one point in their community, they reached out for people subject to suffer from pain easily. The first year’s communities, they are more subject to feeling pain and still don’t stop what they are trying no matter the amount of pain. For the second’s year communities, they are people that “suffer” the night life and will feel pain the day after which then Tylenol would be proven successful. And finally, the third year’s communities, they are staring at computers and tv for an unusual amount of time and would most likely would suffer from headaches due to the screens. Who were the key advocates used to reach each community? Tylenol used indie filmmakers, urban photojournalists, owners of skateboard stores and B-girls. They were categorized as pain partners in order to appeal to the community. They would each be emotionally linked to the community as well as the “pain”, and they are most likely very connected. Could you think of other communities and advocates beyond the ones identified by Tylenol? I think I would have tried to target teenage girls suffering from menstrual pain as painkillers are the only relief existing today and would use pharmacists as pain partners. A second community target I would think of would be the winter sports community. It is very known that people going on winter sports are proven to endure a big amount of pain with the amount of sport they can do through one day. For the advocates I could think of I would’ve turned to YouTubers as they are posting daily/weekly videos about passionate subjects or just testing products and sharing the aftermath with their watchers. I would have also turned to high school sport

Noa Petragallo – Advocacy Marketing 2021 team captains as they are always listened when talking to their team and any advice given by such is usually taken into account and followed. 3. What schema did Tylenol disrupt with its Ouch program? Actually, they did amazingly to disrupt the schema. Painkillers are always seen as a medicine to take after being hurt to make the pain go away. But after research they realized that 18-34yo people didn’t want to forget about the pain, so they decided to, instead of saying “take this to relief the pain”, say “take this to not feel pain and do more” which matches way more this generation and relieving the pain. 4. Identify some of the levers that Tylenol employed to viralized its messages amongst members of the targeted communities. They did a good use of altruistic gifts to appeal to their target, an example would be the free tickets for the video gaming community. They used empathy with the fact of not bombarding the consumers with the product brand or name. They used supportiveness to help the target community continue their passion while not feeling any pain doing so. And I would say lastly that they used permanence with the kits they created for different communities....