In 2012, Listerine launched a major TVC campaign called Mouth v. Life in the UK. This campaign was supported with a significant investment on Youtube, through a dedicated Listerine channel, generating a staggering 2.5 million views. Creative agency JWT was looking to extend the campaign by creating new, diverse consumer-created content to continue driving YouTube channel views.
We challenged our community to submit videos that show the story of their mouth, and how Listerine helps kill the germs that brushing leaves behind. In 4 weeks we received 22 videos, 6 of them being shortlisted to feature on Listerine’s Youtube channel. One winning creator, who brought his mouth to life as a 3D character, was selected to open a promotional video combining the best of of eYeka’s creators’ work. It gathered over 792,000 views, outperforming the initial viewership target by nearly 60%, and is now the second highest viewed among 71 others..
Watch the video HERE
Read the November newsletter HERE