CloseUp, a toothpaste brand for Vietnamese youth standing for closeness, wanted to get positive sentiments during Valentine’s Day by helping couples express their love uniquely.
Planning & Execution
Strategy: Bypass the negative barrier of shyness with something positive
We wanted Closeup to ignite the genuine feeling of joy in real couples, when they unexpectedly express love to each other. In turn, million others could draw inspiration from it.
Idea: Let Love Rule
Inspired by campaigns that help consumers speak about the message their own way - we searched for real couples, who wanted to express love their ways, but were shy about it. We then co-created surprises for their partners in the most unexpected ways.
Effectiveness / Results
THE RESULTS:
- The video content got 1,000,000+ views in 7 days, 3,500,000+ views in 3 weeks and still counting at 4,500,000+ views
- Closeup Facebook fans increased 4 times – from 35,000 to 117,945 with people talking about on branded site on Facebook increased by 27 times (from 1300 to 32,922)
- Closeup was rated as ‘brand for the youth’ by 88% with 7 out of 10 people absolutely loved the brand in an independent survey with 250 people
- Closeup witnessed a turn-over growth of 22% and a volume growth of 14%.