The Objective
Panadol wanted to increase brand awareness and drive consideration with the right target audience for Panadol Migraine. The campaign was driven by the insight that migraines are a common concern during Ramadan, due to dehydration, low blood sugar levels, caffeine withdrawal, a shift in the sleep cycle, and sleep deprivation.
The Solution
Panadol and Digital Media Services (DMS) collectively identified 3 audiences that would fit the brand profile. Utilizing the reach of DMS video, and leveraging the multiple premium publishers under its umbrella, it scaled the audiences and had different conversations with each. By retargeting the highest engagers with the right creative mes
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