There’s the Tylenol masterbrand, which pretty much everyone knows, but there’s also several sub-brands, such as Tylenol Nighttime and Tylenol Back Pain, which aren’t as well-known. UM Worldwide was tasked to determine what kind of impact promoting these sub-brands would have on the iconic masterbrand. So, it partnered with Facebook for an umbrella brand lift study. The agency planned and purchased social media ads for the Tylenol sub-brands to see what the ROI would be. They also partnered with Nielsen to better understand the impact of these social campaigns on sales. The five test campaigns found that there was a strong “halo effect” for the masterbrand, ultimately giving Tylenol the confidence to promote its sub-brands going forward.