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Johnson & Johnson?s Listerine combines email, social in oral health push

Johnson & Johnson?s Listerine brand is tapping social and mobile to motivate consumers to take up a 21-day challenge to use the mouthwash for a chance to win a slew of prizes while improving their oral health.

In the Listerine 21-Day Challenge, participants who pledge to swish with Listerine mouthwash twice a day for 21 days get a chance to win an Amazon Fire TV and other prizes. The campaign is a way for Johnson & Johnson, also known for wound care products such as Band-Aids, pain medication such as Tylenol tablets, and a host of other consumer, pharmaceutical and professional products, to leverage social activity around a well-known product to reinforce its reputation as a global healthcare leader.

?We anticipate that 30 to 40 percent of all traffic to our promotion will come from either phones or tablets, so it was important for us to optimize the 21-Day Challenge experience to be mobile-responsive,? said Larry Page, senior marketing director for the Listerine brand.

?The Listerine 21-Day Challenge aims to improve oral health nationwide by encouraging Americans to commit, and stick to, a twice daily rinsing routine.?

Daily tips
In the campaign, participants pledge to use Listerine twice daily for 21 days. Listerine then sends a daily email with tips from one of three participant-selected experts in home organization, healthy eating or fitness.

The email gives the participant the opportunity to declare whether he or she used Listerine the previous day.

Throwing down an oral-health challenge.

Daily prizes up for grabs include a Fitbit performance-tracking wearable, a $100 container store gift card, and an Amazon Fire TV. For every seven straight days of swishing, participants will be entered into a sweepstakes drawing.

Participants can receive tips from one of Cassey Ho, a certified fitness instructor and the creator of POP Pilates, Peter Walsh, the author of five best-selling books on organizing, and Sarah Dussault, a health and fitness expert who has appeared in Women?s Health, Glamour, Shape and Men?s Health. 

Throughout the campaign, participants will get help building healthy habits from life coach Valorie Burton.

The campaign is an example of how Johnson & Johnson, New Brunswick, NJ, designs content that resonates strong in a mobile environment.

In June, Listerine launched a global social media campaign that delivered real-time content in several languages during the FIFA World Cup as well as mobile-specific ad targeting on Twitter and Facebook.

The mouthwash brand had two news rooms staffed with sports experts and illustrators in New York and London who were tasked with delivering recaps from the biggest matches. 

The ?Power to Your Mouth? campaign marked the first time that a Johnson and Johnson consumer brand leveraged real-time social marketing on a global scale. It enabled consumers to engage using the hashtag #PowertoYourMouth.

Listerine-related content was delivered in English and Spanish on Twitter @listerineglobal and in Arabic, Portuguese and Italian as well on Facebook.

Healthy mouths
The 21-day challenge continues Listerine?s global effort to empower consumers to have healthy mouths.

Forming a habit takes 21 days, research shows.

?Research shows that it takes 21 days to form a habit,? Mr. Page said. ?With the millions of germs your mouth encounters each day, taking care of your mouth should be as routine as washing your hands.?
Final Take
Michael Barris is staff reporter on Mobile Marketer, New York