Sina weibo, the highly popular social networking site in China and also our target audiences’ main platform, we leveraged it to start the communication.

On our campaign hub, consumers could watch the unexpectedly quirky video and join the fight against Mouth Monsters by becoming a member of the Listerine Fans to receive a coupon for their next e-purchase of Listerine.

To arouse curiosity at launch, we also invited 95 KOL’s to change their Weibo account profile photo to an image of one of our memorable Mouth Monsters. And we maintained talkability throughout the campaign, by orchestrating different conversations in social media.

Altogether, with no supporting media buy, leveraging only social media buzz, our Mouth Monsters campaign got some frighteningly good results.

In the first month alone:

More than 300 million impressions

Over 1 million shares in social media

More than 4 million views of video

The average engagement (Forward & Comments) of official account increased by 353%.

Official account new fans increased by 800%

Campaign improved brand preference by 18%.

Online business soared by over 50%!