It takes 66 days
for an action to become a habit.
There are 86400 seconds in a day,
but all we need is 30 seconds a day for a fresher breath.
So, what can you do in 30 seconds?
Some things take less time
Using the concept of time. I’ve focused on some things that we do that don’t take as much time as gargling mouthwash. so with the tagline, some things take less time, I’ve pulled out some everyday scenarios that will relate back to the local Singapore culture. for example, 30 seconds is nothing compared to scrolling social media multiple times a day, queuing for bbt, playing mobile legends or just simply waiting for your pasta or instant noodles to cook.
As part of the teaser phase, I’ve also thought of engaging users to seize the day and share what they can/would do to make this 30 second worth it. We want to interact with users and collect crowd sourced responses to generate content using Facebook and Instagram Stories.
Gargle Up!
Gargle Up is a movement that starts with a challenge on Instagram Stories / TikTok to Gargle Up! with Listerine for 30s with a countdown to 30seconds while you gargle. At the bottom, there’s also a prompt to tag your friend for virality to pass it on. This aims to generate sales as people will include Listerine in their video challenge.
Image from Cleo
Making use of Listerine’s existing influencer base, we can also tap on them to:
- Kickstart the Gargle Up Challenge
- Share their #30SecondsToday tip.
- Start a 14 Day Listerine Challenge and document their time using Listerine and the positive effects of it.
- Get Ready With Me videos on IGTV/Youtube that includes Listerine in their routines
On the Listerine website, there can be a page that talks about the #30secondstoday campaign. It will consist of tips of what users can do with this 30seconds, also encouraging them to share their tips and educational content such as bad breath and product education. This is where we can collect leads from them when they share their 30 second tip, and send them email marketing for future campaigns/offers.
Back on social media, we also engage users to seize the day by sharing things that can be done during the 30 seconds of gargling will be shared to encourage people to seize the day.
(This can also be from the previous user generated content in teaser page)
Now that we’re driving awareness & engagement, what’s next?
So why do people gargle? Mostly because they have or feel like they have bad breath. 50% of us actually has bad breath, but the good news is, it is treatable! Just by gargling 30 seconds! People usually don’t understand the different causes of bad breath. It could range from having a dry mouth or the foods that you eat. So we can share snippets of information and good eating habits related to the different causes of bad breath, that can be solved by just gargling with Listerine!
Educational content on bad breath
Online Video Content
The rise of AMA (Ask me Anything) stemming from Reddit's question-and-answer format brings honesty and authenticity to the interview is gaining popularity on the internet.
Users can ask their burning oral health questions and get a dentist to answer them in the format of Instagram or Facebook Live sessions, where users can ask their questions in the comments section and the oral health expert will respond on the live video.
Pop up Outdoor Activation
Listerine do come in travel size and really handy for people to pop into the toilet and gargle their mouth at anytime of the day.
We can have a pop up booth on the streets to encourage people to have a quick gargle in the booth, with a before and after gargling test (UV scan of your teeth/mouth). After the quick UV scan of their mouths, this will educate them on the importance of mouthwash and effectivess of Listerine.
