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


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...