LISTERINE
UGC Narrative Campaign
UGC Narrative Campaign – “Mulut Sehat Menyeluruh”
A narrative-driven UGC campaign designed to build positive perception around Listerine as a solution for fresh, healthy, and confident breath through relatable everyday storytelling.
21,8M+
KPI Achieved:
112 UGC
Story-based soft selling across TikTok & Instagram
Data source: campaign report combining TikTok and Instagram performance.
Client Background
Listerine is a globally recognized oral care brand known for its antiseptic mouthwash products designed to eliminate bacteria, prevent bad breath, and maintain complete oral hygiene.
The brand aimed to strengthen its relevance in everyday routines through authentic content that resonates with modern digital audiences.
The Challenge
Shift perception from a functional hygiene product into an everyday lifestyle solution
Reach audiences organically without appearing like traditional ads
Communicate the benefit of fresh breath and confidence through relatable daily situations
Our Objective
Create viral, narrative-driven UGC content that naturally embeds Listerine into everyday stories, allowing audiences to discover the product benefit organically rather than through direct advertising.
The campaign aimed to achieve 5 million views as the main KPI.
UGC at Narrative Scale
- 2,000,000 views
- 2,000,000 views
- 2,000,000 views
- 1,700,000 views
- 1,600,000 views
- 426,700 views
JOURNEY - PROJECT EXPLANATION
Campaign Concept & Narrative
The campaign revolved around a simple but relatable message:
“Mulut sehat dan segar meningkatkan rasa percaya diri dalam kehidupan sehari-hari.”
Instead of presenting Listerine as a product, the campaign embedded it into stories where characters faced awkward or stressful moments caused by bad breath.
The product then appeared naturally as the solution.
Content Execution Strategy
Creators were encouraged to produce story-first content rather than direct product promotion. Popular storytelling formats included:
- Social awkwardness due to bad breath
- Romantic or dating situations
- Daily worker stories (ojol drivers, service workers)
- Unexpected humorous scenarios
Each narrative followed a natural flow:
Problem → awkward moment → Listerine solution → emotional relief.
Audience Engagement & Sentiment
- 470,119 total likes
- 3,488 comments
- 4,067 shares
- 2.31% engagement rate across platforms
Brand Safety & USP Integration
Listerine’s key benefit was integrated through subtle storytelling rather than direct claims. Implementation included:
- Fresh breath shown through character reactions
- Product usage embedded naturally in scenes
- No aggressive call-to-action messaging
- This ensured the brand remained visible without disrupting the authenticity of the story.
The campaign successfully
The campaign significantly exceeded its KPI and successfully expanded brand awareness across TikTok and Instagram.
Key Learnings
- Narrative storytelling dramatically increases viewer retention.
- UGC with relatable daily situations performs better than traditional product promotion.
- Soft-selling formats allow audiences to discover brand value organically.
- Virality combined with authentic storytelling can boost brand awareness without sacrificing credibility.
This campaign proves that virality and brand safety can coexist when storytelling is done right.
Looking for storytelling-driven UGC campaigns that feel authentic and viral?
Let’s build narratives that audiences watch, enjoy, and share.
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