Excedrin embraces political fatigue with #DebateHeadache

Praises showered the company’s marketing team for buying the sponsored Twitter hashtag and for its series of tweets during the final presidential clash.

If this year’s presidential race has given you a migraine, you’re not alone.

On Wednesday, tens of millions tuned in—many reluctantly—to watch the final presidential debate between Democratic nominee Hillary Clinton and Republican nominee Donald Trump.

Those following and critiquing the debate on Twitter saw a third-party winner emerge: Excedrin.

The company’s marketing team tweeted a series of images and GIFs that gave nods to American’s frustration with political events:

The company also bought the sponsored hashtag #DebateHeadache, which trended throughout the evening.

According to the social media analytics firm Talkwalker, #DebateHashtag garnered roughly 46,000 mentions on Wednesday night:

While some used it as a way to express the difficulty of the decision, much repurposing focused on disagreement with candidates or general frustration with debates.

The marketing stunt proved beneficial for Twitter, which has been struggling to boost users and activity. It turned out even better for Excedrin.

RELATED: Tell better brand stories on Facebook, Twitter, Instagram, Snapchat and your blog.

Talkwalker reports that brand mentions increased by 3,100 percent compared with the previous day. Excedrin also received 360 percent more mentions on Wednesday than compared with the brand’s activity last week.

Each of Excedrin’s tweets grabbed hundreds (one tweet nabbed thousands) of “likes” and retweets, too.

Twitter users showered Excedrin’s marketing team with praise:

Excedrin’s success stands out as a bright spot to marketers and social media managers looking to attract attention in an online media landscape oversaturated with messages.

What made Excedrin’s move so successful—especially considering consumers’ annoyance with newsjacking attempts and the contentious subject matter?

US Campaign reported:

The idea was a joint effort between Excedrin and its agency partners Weber Shandwick, which handles PR, and media agency PHD, noted Scott Yacovino, senior brand manager for Excedrin and GSK’s US pain category.

Yacovino explained that during the first debate, Twitter users weren’t just saying the debate was causing them headaches, they were specifically naming Excedrin in their tweets.

“We saw a lot of opportunity to extend the benefit that we offer to consumers by relieving head pain and decided to participate in the third debate via a Twitter trend,” he said. “It was a nice organic fit for us.”

What lessons have you drawn from Excedrin’s big marketing win?

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