| Title | CAMERA TASTES THE FOOD BEFORE MOUTH DOES |
| Brand | JOHNSON & JOHNSON CHINA |
| Product / Service | LISTERINE |
| Category | A09. Best Use of Social Media Marketing |
| Entrant | VITAMINE Shanghai, CHINA |
| Entrant Company | VITAMINE Shanghai, CHINA |
| Advertising Agency | VITAMINE Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Ada Yang | Jiepang.com | Project Director Of Marketing |
| Yoyo Lee | Jiepang.com | Vice President Of Sales/Marketing |
| Ripple Zhang | Vitamine | Head Of Social Content |
| Jason Zhan | Vitamine | Executive Director Of Social Strategy |
• INNOVATION: LISTERINE was the first brand came up with such media innovation. It even led Jiepang to monetize this new kind of media cooperation format. • INFLUENCE: It created over 846,000 user-generated branded contents, gained 2.54 million earned media impressions. • BRAND IMPACT: LISTERINE brand awareness increased 15 percentage points, brand loyalty increased 6 percentage points. • BUSINESS IMPACT: With only ￥350,000 budget (US$60,000), campaign received a ￥1.8 CPM, which was 720 times more cost-effective than the average CPM of TV in China T1 cities. Besides, it brought a 23% increase to the monthly sales value in the period.
With this first-of-its-kind LISTERINE branded filter on JIEPANG, people in any restaurant throughout China were encouraged to use the Jiepang App to take a picture and apply the branded filter (an enjoyable healthy big mouth). The photo and comment would be shared within the Jiepang community along with a completed check-in. Such content would also be synced to other social networks (like Weibo, QQ, Renren, Facebook, and so on) and special LISTERINE branded badges would be unlocked at the same time. The badges could be used to redeem a special discount when purchasing the LISTERINE Natural Green Tea at any Watsons personal care store. We expected the consumers would remind themselves and peers on oral care through using the LISTERINE branded filter and sharing the branded content. And the unlocked badges could further incite the sales.
[OBJECTIVE] Effectively remind Chinese consumers pay attention to their teeth so as to stimulate the sales of new local LISTERINE Natural Green Tea. [INSIGHTS & STRATEGY] • WHO: We targeted the Chinese young adults aged 25 - 35, who are more open to new healthy lifestyle. • WHEN/WHERE: Dinning is their most popular and passionate social activity. We considered that foodie time is the most efficient occasion to communicate oral care with them. • WHAT: They all like to take the picture of the food before eating and share the photo to the social networks with their friends and families. “CAMERA TASTE THE FOOD BEFORE MOUTH DOES” is their common digital behavior. [IDEA] Riding the wave of such digital behavior, we created a first-of-its-kind LISTERINE branded filter on JIEPANG - the most popular LBS and photo sharing Mobile SNS in China, turned the camera into an 'enjoyable healthy big mouth'.