December 10, 2012 POWER TO YOUR MOUTH Local Hispanic Radio Retail Marketing Campaign 2012 Post Report December 10, 2012 Campaign Highlights More than 15 million gross impressions generated $10,000 in retailer gift cards awarded 10 LISTERINE Brand events created and hosted 1,000 LISTERINE product bags distributed 1,000 LISTERINE coupons given away Over 3,000 LISTERINE messages aired 121,374 stations sent to listeners Station social media posts that reached a total of 42,118 followers Video footage from three events captured in Los Angeles, Miami and New York 2 December 10, Markets and Radio Partners Total Hispanic population coverage: 32.7% KGSX KROM WSKQ WPAT SAN ANTONIO NEW YORK WMGE WXDJ MIAMIMIAMI KLJA KLZT AUSTINAUSTIN LOS ANGELES KLAX KBUE KXOS December 10, 2012 December 7, 2012 Media and Promotional Tactics Retailer Events 30/30 Shared Media Custom ProgrammingBlasts Social Media Personality Endorsements : 30 BRAND : 30 RETAIL On-Air and Online Sweepstakes 4 December 10, 2012 LISTERINE 30/30 Radio Advertising CRN produced 30-second spots dedicated to LISTERINE brand building and married them to 30-second retailer messages. 5 DRWAL December 10, 2012 December 7, 2012 LISTERINE POWER TO YOUR MOUTH Minute The LISTERINE POWER TO YOUR MOUTH Minute educated Hispanic consumers about oral health through a series of informative 60-second oral care vignettes that aired throughout the week. Each oral care vignette was surrounded by opening and closing billboards with LISTERINE brand language. Benefits of Adding Rinse Dental Tartar Brushing TipsProgram Promo 6 December 10, 2012 December 7, 2012 Personality Endorsements 7 LOS ANGELES KBUE-FM La Socia KXOS-FM Marcela MIAMI WMGE-FM Ailyn Luaces WXDJ-FM Betzy Vazquez SAN ANTONIO KGSX-FM Malena Sanchez CRN selected station personalities matching the target profileHispanic moms who care about family oral health care. We educated them on LISTERINE product attributes and then coached them on effective delivery and tone to achieve the feel of a natural conversation with their listening audience. NEW YORK WSKQ-FM Marisol WPAT-FM Gloria Endorsements AUSTIN KLJA-FM Juanita Buenrostro KLZT-FM Martha Betty Chowel December 10, LISTERINE POWER TO YOUR MOUTH On-Air Sweepstakes This brand-themed sweepstakes directed listeners to call stations and tell them what amazing things their mouth does for them. Each weekday, stations randomly selected one caller and awarded him or her a $50 or $100 gift card to a participating retailer. Call-In Congrats Call-In Promo December 10, 2012 December 7, 2012 LISTERINE POWER TO YOUR MOUTH Online Sweepstakes CRN also created a daily online sweepstakes that sent listeners to a LISTERINE Brand microsite customized by market with retailer logos. To keep listeners interested throughout the promotion, the site included interactive LISTERINE oral health facts that changed on a daily basis. 9 Each day, radio stations directed listeners to the site to enter for a chance to win a $50 or $100 gift card to a participating retailer and a grand-prize $1,000 American Express gift card. All sweepstakes announcements included brand positioning language and a retailer mention. The daily sweepstakes was promoted on air and, when possible, on station Facebook pages. CongratsPromo December 10, 2012 Station Digital and Social Media CRN worked with stations to extend the LISTERINE campaign digitally by incorporating station websites,lists and social media assets. When possible, stations promoted the LISTERINE sweepstakes and appearances in theirblasts and Facebook and Twitter posts. The 2012 LISTERINE campaign included a total of 121,374 stations to listeners. The station personalities who posted and tweeted about LISTERINE had a combined total of 37,587 Likes on their Facebook pages and 4,531 Twitter followers. Stations also included a LISTERINE logo and link on their websites, when available. 10 Eblasts December 10, 2012 December 7, 2012 LISTERINE Family Smiles Day Events CRN created and organized two station events for LISTERINE at key retailers in each market. Radio personalities promoted and hosted the events. Attendees were given the opportunity to have family photos taken on-site by a professional photographer, and received free LISTERINE samples and coupons. 11 CRN designed and produced LISTERINE branded banners, tablecloths, t-shirts and stickers for each event. All appearances were promoted on air. Call-ins made from each event featured LISTERINE brand language and retailer mentions. PromoCall-In 1Call-In 2 December 10, 2012 December 7, 2012 LISTERINE Family Smiles Day Events 12 Los Angeles CLICK PICTURE FOR VIDEO December 10, Campaign Media Delivery Target DemoHispanic Women A2549 MarketsAustin, Los Angeles, Miami, New York, San Antonio Promotional FlightSeptember 3 October 14, 2012 Retailer 30/30 FlightLA, Miami, NY: Austin, San Antonio: September 3 September 16, 2012 October 1 October 14, 2012 GRP DeliveryAustin: LA: Miami: NY: San Antonio: * * Total On-Air Units3,192 Total Gross Impressions15,137,147 Client Budget$572,200 *Projected December 10, 2012 Suggestions for Future Campaigns Involve CRN Trade Marketing services in the planning stages to help: Leverage performance from retailers Ensure retailers in each market are on-board for the campaign Ensure Listerine events are held at retailers, driving higher conversion numbers Streamline campaign to reduce client workload Fewer tactics Less copy approval/translation Eliminate online sweepstakes for easier navigation through legal compliance 14 December 10, Presented by: Robert OMara CRN, Marketing Strategist Office: Mobile: The information in this document is proprietary to the transaction between CRN and the recipient. Each party agrees to retain in confidence and require its employees to retain in confidence the enclosed. Each recipient further agrees to not disclose information to any person, consultant or representative without the express information written permission of CRN International, Inc. Recipient agrees not to use or implement any concepts and ideas contained in this proposal without the consent of CRN International, Inc. December 10, 2012 ADDENDUM Family Smiles Day Event Recaps 16 December 10, 2012 December 7, December 10, 2012 December 7, December 10, 2012 December 7, December 10, 2012 December 7, December 10, 2012 December 7,