Campaign details
Brand: UNILEVER Vietnam/CLOSEUPLead agency: Mindshare VietnamRegion: APAC
Objectives
Closeup is a leading Oral care brand operating on the freshness platform in Vietnam with more than 60% awareness among the youth. However, over time, the category is getting less exciting and engaging for this target group. The brand market share has plateaued and is losing relevance among young Vietnamese consumers.
Given this, the key strategic priorities for the brand were outlined as upscale key brand attributes:
- Brand conviction by one point
- 'Confidence to get closer' by two points
- Win back market share by 20...