Close Up: Senyum Greget

Oral care brand Closeup used a mobile activation based on dating apps such as Tinder to launch its Closeup White Attraction whitening variant in Indonesia.

Campaign details

Brand: Unilever / CloseupLead agency: Mindshare IndonesiaCountry: Indonesia

Strategy

Objective

Closeup is leader in the freshness segment, but their growth has stagnated. Aside from freshness, whitening attributes have become one of the important aspects for consumers when choosing toothpaste. Additionally, the competitor (Formula) has started seeing this trend as opportunity by launching a whitening variant (charcoal), and they have made a dent in the market share. Closeup, as the champion of freshness toothpaste, needed to grab this opportnity by launching a natural-whitening variant.

Target Audience

Following Closeup's main affinity, romance, we targeted millennials...

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