Case Study: Listerine achieves 5% awareness lift and 19% favourability lift during Ramadan with Facebook mobile-first video ads

Giving tradition a modern twist with Ramadan mobile-first Facebook video ads

Listerine modernized a traditional oral-care ritual by launching Listerine Miswak, a mouthwash that combines modern science with natural miswak extract. The brand’s challenge was convincing 20–39-year-olds in Saudi Arabia and the UAE—who saw traditional miswak as old-fashioned and were ambivalent about mouthwash—to adopt a new oral-care habit during Ramadan, when concerns about oral freshness are heightened.

Listerine ran mobile-first Facebook video ads that were short, front-loaded, and effective without sound, focusing on confidence at work and timing delivery to moments like Suhoor to reach the audience while awake. The Ramadan campaign drove measurable impact between May–June 2017: a 3% lift in ad recall, 5% lift in awareness and a 19% lift in favourability in Saudi Arabia.

Listerine

Natasha Vaughan-Jeremy

Brand Manager