Everyday Health + P&G ZzzQuil:
Driving Consumer Engagement & Education
My Role
As Senior Director of Content Programs, I led the end-to-end production of this campaign—from content strategy to execution and production management. I oversaw the creation of a fully branded experience tailored to ZzzQuil’s target audience, delivering compelling video programming and engaging editorial content enhanced with interactive modules. This integrated approach reinforced ZzzQuil’s position as a trusted leader in sleep health while driving meaningful consumer engagement.
Campaign Objective
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Establish ZzzQuil as the “Expert in Sleep Health” through brand superiority and education.
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Drive equity of the brand and enforce its superiority to gain new buyers and more habitual use.
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Educate consumer on the importance of sleep and dispel common misconceptions.
Everyday Health Solution: Your Guide to Better Sleep Interactive Experience
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Leverage the trusted Everyday Health brand to educate consumers about the importance of daily sleep hygiene and establish ZzzQuil as the most trusted and highest quality sleep aid.
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Engage consumers with Everyday Health interactive guide to educate on the importance of sleep with ZzzQuil brand content integration.
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Feature Everyday Health custom branded video content and leverage existing ZzzQuil video assets to ensure brand consistency while maximizing engagement and efficiency.
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Targeted Media on Everyday Health.
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Engage and educate sleeplessness sufferers across all phases of their journey with trusted health content on Everyday Health.
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Branded Video
On the Street with ZzzQuil
Through people’s authentic, surprising, and sometimes amusing responses, the branded video showcased related sleep issues, trends, and tips from real people.
Flight: 11/17/22 - 12/31/22
Number of Plays: 6,156
Interactive Modules
Worked closely with UX, Product, and design teams to ideate and develop interactive modules that engage the user throughout the page.
Readers were most engaged with the “Which Sleep Aid is Right for You” Interactive Module which had 94k total page views
Campaign Results
During the campaign flight (11/17/22 – 12/31/22), the branded experience attracted 98,582 users, with an average time on page of 9:05—more than double Everyday Health’s 4:00 benchmark.
Notably, 50% of users returned to the content, significantly outperforming the 25% benchmark for returning visitors. These metrics reflect strong engagement, high content relevance, and successful reinforcement of ZzzQuil’s positioning as a sleep health authority.