Campaign details
Brand: Unilever - CloseUpLead agency: Mindshare VietnamRegion: APAC
Objective
Close-Up is a leading Oral care brand operating on the freshness platform in Vietnam with more than 60% awareness among youth. However, over time, the category is getting less exciting and engaging for this target audience. The brand market share has plateaued and is losing relevance among the young Vietnamese consumers.
Given this, the key strategic priorities for the brand were outlined as;
- brand conviction by +1;
- confidence to get closer +2;
- win back market share by +20 points;
- increase brand talk-ability to be...