Unilever - CloseUp: How Closeup Used a Mobile-first Approach to Create Exciting and Intimate Dates for Thousands of 'Forever Alone' Millennials

This case study details how Close-Up, a Vietnamese oral care brand, regained its relevance among youth by partnering with social messaging app Zalo and creating the first branded mobile social dating platform in Vietnam.

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...

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