Listerine: When data brings out the bold

Listerine, a brand of antiseptic mouthwash product, segmented its audience to deliver targeted ads on Facebook, achieving an ROI of 3.2.

Campaign details

Brand: ListerineLead Agency: UMRegion: LATAM

Strategy

Objective

In the first quarter of 2017 Listerine lost 44% of market penetration in Colombia, this situation was the response to 3 main reasons:

  • Colombians experienced the highest tax hikes in over 10 years
  • Only 25% of the population use mouth wash.
  • and We only had a budget of USD 13.000 for this campaign

That meant that people weren't buying Listerine. So we needed to highlight both the hygienic and emotional benefits of using Listerine but that was not enough so we created a digital strategy aimed...

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