Instagram Stories
Tik Tok
Building on an established Instagram presence, the Listerine Design team drove the launch of Listerine on Tik Tok. To bring a sense of science transparency and human connection to the brand, actual Listerine scientists were featured showcasing how product is made.
Through close connection and collaboration with the Listerine R&D team, Design co-created scripts and content directly with the scientists, adding a human-centric lens that resonated with TikTok viewers.
Listerine 30 Seconds Campaign
Building off a key insight that consumers don't use Listerine because they "don't have time," a social media campaign was conceptualized and built by the Listerine Design team.
By showing all that can be accomplished in 30 seconds - even while "swishing" - the creative idea asks its audience to reframe their perspective on how powerful and productive 30 seconds of time can be.
Elevating Listerine's social media presence to increase awareness
Concept Development
E2E Management
Typography
Brand Strategy
Illustration
Cross-Functional Collaboration
Content Strategy
Listerine
Social Media
In 2019, Listerine had initiated a social media presence on Instagram, however its execution lacked brand consistency, strategy, and value for its intended audience.
As part of a holisitic brand governance approach, I led the Design team to proactively lead social media execution to ensure brand equity flow-through and establish a more thoughtful and engaging approach.
In 8 months, Listerine's organic Instagram following increased over 40%.
In collaboration with
Melinda Brechbuehler, Senior Designer
Becka Redante, Designer
Darlene Pepper, CGI
Shelby Spears, Solutions