November 15, 2013 | By n8 |
We’ve just finished our Tylenol Nighttime content series; the Tylenol Sleep Centre launches this Monday. This project is an innovative idea for Johnson & Johnson, and soon many of their brands will be following suit.
Create content around relevant search topics. We identified high volume search terms, like “sleep facts” and “sleeping aids”. We asked ourselves “How can we capture this audience, and make Tylenol synonymous with a good night’s sleep.
We generated a branded website around these search terms, complete with parallax infographics, videos about what sleep is and guides to a better sleep routine. The idea is to give the user something of value. They spend time on the site learning, creating an association between Tylenol and sleep (something we all need more of).
Using search insights to guide content creation is a fairly novel idea for brands. Often search marketing is separate from creative. We managed to find the intersection between search data and content creation to present an engaging user experience that will drive traffic and keep Tylenol top of mind. We hope you enjoy it!