Closeup: Kissing Dance Challenge

Closeup, a dental hygiene company, increased business performance and reach by championing the act of getting close to one another after COVID-19.

Campaign details

Brand: Closeup (toothpaste) Brand owner: Unilever Entrant company: MindshareIdea creation: Mindshare Ho Chi Minh City Market: Vietnam Sector: Oral health Media channels: Content marketing, Online video, Social mediaBudget: 1 - 3 million

Executive summary

After COVID-19, consumers were still apprehensive about getting closer. Closeup over the years has stood for intense freshness in 'physically close' moments, enabling couples to turn attraction into action. Closeup needed to stay relevant and re-connect with consumers and bring back the confidence to come closer. Closeup consumers...

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