Closeup Philippines: Closeup X MLBB

Loren Saguil, Rhouel Rallos

Closeup, a selfie journal app, captured Directly Addressable Data (DAD) and achieved a high conversion rate, by partnering with MLBB, a popular mobile game in the Philippines.

Campaign details

Brand: Closeup (toothpaste) Brand owner: Unilever Entrant company: MindshareIdea creation: Mindshare Taguig Market: Philippines Sector: Oral health Media channels: Mobile & apps, Sponsorship - media, Online video, Sales promotion Budget: Up to 500k

Executive summary

With a thorough and fresh new approach, Closeup, in partnership with Mobile Legends Philippines, piloted advertising in the gaming space, earning our right to stay. This campaign allowed us to contribute to Unilever’s first Directly Addressable Data (DAD) acquisition program that leverages gaming.

The campaign...

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