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© Sprinklr 2015. All rights reserved.sprinklr.com [email protected](917) 933-7800
THE BACKGROUND
The Johnson & Johnson brand, Listerine, was a sponsor of the 2014 FIFA
World Cup. The Johnson & Johnson Digital Centre of Excellence (DCOE)
wanted to leverage this sponsorship and run a global campaign that
maximized awareness of the Listerine brand using Facebook and Twitter.
How could they react quickly to real-time events and rise above
the chatter?
THE SOLUTION
The DCOE team used Sprinklr to thoughtfully allocate media budget to
critical markets, scored based on reach and engagement potential. They
also built in flexibility to shift budgets depending on specified criteria, such
as high reach per dollar or a team’s unforeseen progress. Targeting profiles
were created to engage fans based on their interests, social conversations,
device, and demographics. During the event, the team was able to
optimize budgets on highperforming campaigns and reallocate funds to
trending events, such as Spain’s elimination.
THE RESULTS
During this high-volume, competitive time period, the DCOE team was
able to overachieve on their goals:
• Steady increase in reach per dollar (key KPI) throughout the campaign
• Generated activity well above CPG industry benchmarks—551% higher
reach per dollar (RPD), 46% higher click through rate (CTR), and 65%
lower cost per click (CPC) on Facebook
• Delivered a 223% higher engagement rate and a 77% lower CPC
on Twitter
LISTERINE
CASE STUDY
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