Bringing campaign ideas to life - Listerine YouTube Case Study
In Listerine's Mouth vs. Life campaign, their key objectives were to transform consumer perceptions of the brand and to connect with people in a way that was fun, disruptive and engaging.
Essentially, they wanted to bring their brand idea of 'what you put your mouth through' to life in an extremely visual way, with a touch of comedy.
YouTube provided an ideal platform for the campaign given its reach and the scope for interactivity and engagement. Using a strategic combination of mastheads, true view ads and promoted video alongside their YouTube channel, Listerine embarked upon satisfying their initial objectives.
Their YouTube channel invited visitors to watch visual representations of what they put their mouths through based on what the average mouth might come in to regular contact with, from drinks to cakes, and even pens!
Listerine's YouTube channel received no less than 2.5 million views with a dwell time of 1 minute and 2 seconds. They also received 55 million impressions across their mastheads.
For more details of how they developed the idea for this campaign and for the results, please watch the short video here.