Exciting Listerine Donkey Digital Campaign: Instant Wins and Grand Prizes Await!

Johnson & Johnson launched the Listerine Donkey campaign, offering consumers instant wins and a grand prize draw. Consumers just had to scan a QR code in-store or via social media to join the fun and win amazing prizes! Objective: To engage consumers and drive brand interaction through a dual-competition digital campaign, offering instant win prizes and a grand prize draw, while capturing valuable consumer data for future marketing efforts. Holograph's Role: Holograph was the driving force behind the campaign’s digital execution. Responsibilities included: • Setting up a new microsite for the campaign, including the purchase of the live domain. • Designing and implementing the entry flow and form on the microsite, including CSS and styling. • Configuring the prize allocation using the ‘winning moments mechanic’ to determine winners. • Setting up a new fulfilment system to store winner and prize details. • Building a comprehensive campaign reporting dashboard for real-time insights. • Creating form, flow, and email designs/artwork based on brand guidelines, key visuals, and assets provided by the client. • Ensuring full client approval of designs before front-end implementation by the Holograph team.

Partners Involved: • Johnson & Johnson: The client launching the Listerine Donkey campaign. • Holograph: Technology and design partner managing the campaign’s digital setup and execution. Metrics: • Over 173,000 campaign visitors • Over 64,000 entries submitted • Over 46,000 new subscriptions • Over 8,000 prizes won

Learnings: 1. High Engagement: The campaign attracted over 173,000 visitors, demonstrating strong consumer interest and engagement. 2. Effective Conversion: With Over 64,000 entries and over 8,000 prizes won, the instant win mechanic proved effective in converting visitors to participants. 3. Data Collection: The campaign successfully captured over 46,000 new subscriptions, enhancing the brand’s marketing database. 4. Winning Moments Mechanic: The guaranteed winning moments approach effectively distributed prizes and maintained participant excitement. 5. Dual Competition Success: Combining instant win prizes with a grand prize draw kept consumer interest high throughout the campaign period. By leveraging innovative technology and creative design, this campaign not only drives immediate consumer interaction but also builds a foundation for ongoing engagement and brand loyalty.