Listerine and agency MRY will set up newsrooms in London and New York, stock them with writers and artists and then create real-time posts for Twitter and Facebook with custom graphics and newspaperlike headlines. In the "Power to Your Mouth" campaign, Listerine will monitor where posts are most successful and then buy ads for those with the highest engagement. Listerine also plans in-store promos and TV ads, as well as outdoor executions in Brazil.
Listerine plans fast reactions for World Cup social posts
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