The public was already asking for the alternative to the ‘Like’ button. Panadol, as the world’s leader in pain relief, was in the right position to provide them with this alternative - giving them some relief with every status.

This led them to realise that there was an opportunity to get their pains heard and also addressed. This strategy led to immediate action from the public. As a branding campaign, by being concerned with all sorts of pains, even non physical ones, the campaign re-inforced Panadol’s position as the world’s leader in pain relief.

The microsite saw about 80% new visits every week and the ouch button was shared across numerous Facebook walls.

Click through rate through Facebook was 68%.

As the campaign continued, two of the pains got real relief with measures implemented.