Family is defined not by who you love, but how.

As America’s #1 pain reliever, Tylenol cares for all families. In 2015, we proved it with a program that reflected the diverse ways families look and act today, and celebrated the fundamental values we all share which create an enduring family bond.

TYLENOL® created a platform to spark a conversation and engage consumers to celebrate what makes their family unique - in turn, revealing the commonalities all families share by proudly proclaiming – this is #HowWeFamily.

#HowWeFamily came to life with an omni-channel approach.

• National TV, with opinionated creative, during marriage equality deliberations of the Supreme Court of the United States.

• Authentic and inspiring family story of celebrity brand ambassador, Gabrielle Union, appeared across print, broadcast and online as well as in almost every earned media target including TODAY, Extra, Access Hollywood Live!, Conan, The Meredith Vieira Show, People.com, UsWeekly, Essence, Wall Street Journal LIVE.

• Family documentaries on influencers like Denis O'hare and 10 regular families appeared in extensive earned and paid media.

• TYLENOL's ® Proprietary family research, presented by Dr. Gail Saltz in outlets like Yahoo! Health, Sirius Radio, and USA Today.

• 1.6 Billion Impressions

• Over 29 Million total video views

TIER 1:

• 1.6 billion earned media impressions, exceeded goal by 254%.

• #1 most engaging ad in America (week of June 25th, 2015)

• 97% positive sentiment and over 90% key message pull-through.

• 22x increase in brand mentions in social. Positive sentiment jumped from 7% pre-launch to 18% post-launch – a 157% increase.

• 50% of consumers felt significantly more positive about TYLENOL® after seeing the campaign.

TIER 2:

• In only 3 months, with less than 10% of TYLENOL®’s overall media budget, the brand experienced double and triple digit growth vs control group for key equity drivers: brand affinity by +72%, brand uniqueness by +177%, brand dynamic by +53%.

• #HowWeFamily TV ad drove stronger purchase intent for the brand (47 % lift) versus any other TYLENOL® product ad. Outperformed OTC Pain Category Norm benchmark by 21%.

TIER 3:

• 17% increase in sales