Listerine Ready for everything
By developing a strategic content ecosystem and leveraging multiple media platforms, we successfully revitalized Listerine’s brand perception, connected with new audiences across EMEA, and achieved impressive results in a saturated oral care industry.
Listerine, a leading oral care brand, sought to target audiences across EMEA who were at different stages of the purchase funnel. With 70% of the target audience having little or no product awareness, our objective was to educate and inform newcomers while challenging standard top-down campaign thinking.
Our solution: “Ready for Everything.”
We crafted a content ecosystem featuring three unique campaigns to target different audience groups individually, educating and informing newcomers to the brand through an integrated digital content strategy. Recognizing that music videos are the most-watched films on YouTube, we used this format to introduce Listerine to a completely new audience with a message focused on freshness. In our funnel, we followed by featuring well-known street humor comedian Simon Gosejohan as “Beate Frische” in comedy sketches. Working closely together with our partner Google, we integrated the top searched questions about mouthwash into humorous comedy shorts featuring Gosejohan that educated viewers in an engaging way.
After the first brand experience online, viewers were retargeted in the second phase through a series of fast-paced street-challenge films featuring real-world Listerine users. This approach reinforced the “ready for everything” campaign message and showcased the product’s benefits in real-life situations.
Our comprehensive marketing strategy across multiple media platforms, including YouTube, Spotify, Facebook, and Instagram, led to millions of impressions, thousands of completed views, and increased ad recall and purchase intent. The YouTube brand lift study showed a 34.4% lift in Ad Recall and a 31.9% lift in Purchase Intent, ranking best in class against all CPG benchmarks. We shifted brand awareness, consideration, and sales more strongly than any other global market for the brand.