Creative Execution

Our campaign was designed to live in social media. We built a campaign hub on the Sina Weibo social network. Not only could people see our video there, but they could also join the fight against Mouth Monsters by signing up to become a member of the Listerine Oral Safety Squad to receive an e-coupon to trial the product. Everyone who joined the Listerine Oral Safety Squad automatically informed their social network that they had signed up for the fight. During the launch we also enlisted 95 online influencers who customised their profile pages to incorporate our Mouth Monsters.

Our campaign results genuinely exceeded our expectations. Social sharing of our quirky film exceeded our KPI by a staggering 925%. More importantly our digital successes translated into brand a business benefits, with brand preference more than doubling and online sales increasing by over 50%. We united people across China in the fight against Mouth Monsters using the ultimate weapon; Listerine.

Most people in China only used Listerine when they had an oral health problem, like bleeding gums, bad breath or toothache. If we could educate people on the benefits of using Listerine more regularly we would unlock a huge potential for increased sales. Our research showed that most people were not aware that only brushing teeth still leaves their mouth full of harmful bacteria. In addition, people did not feel the need to solve a problem that they could not see in their day to day lives. Our challenge was to communicate that daily use of Listerine could kill 100% of these harmful bacteria. IDEA We chose to personify these harmful bacteria in the form of Mouth Monsters and rally the people of China in the fight against these invisible, horrible little guys.