Listerine Bold BoxClient Project, Social Media
Listerine Bold Box
CLIENT: Listerine USA
BRIEF: Using real people educate the public on how the new product really works.
APPROACH: When Listerine launched Listerine Ready! Tabs, the brand’s biggest innovation to date – there was much speculation and questions about how the product really worked. ‘The Bold Box Challenge’ was a social experiment created to prove to real people how brilliantly effective the new product really was! I was the global creative lead on the project and had a hand in everything from product development to the roll out of a fully integrated, multi-channel campaign that was adapted in 86 countries worldwide.
RESULT: Nearly 340MM media impressions (more than 26x other US Listerine launches), a 22% influencer engagement rate (literally 1000x above benchmark) and earned placement in more than 30 publications.
TEAM: Director: Kevin Tkach / Copywriter: Christina Pitsinos
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