CLOSE-UP WITH THE STARS

TitleCLOSE-UP WITH THE STARS
BrandHINDUSTAN UNILEVER
Product / ServiceCLOSE-UP TOOTHPASTE
CategoryA06. Integrated Mobile Campaigns
EntrantPHD Mumbai, INDIA
Entrant Company PHD Mumbai, INDIA
Media Agency PHD Mumbai, INDIA

Credits

Name Company Position
Richa Chugh Phd India Senior Media Planner
Preetam Thingalaya Phd India Group Head
Bhartesh Salian Phd India General Manager - Digital And Mobility Services

Brief Explanation

Strategy: In the Indian market, Closeup has profitably managed to establish itself as an oral care brand for the youth. Closeup promises to give the user fresh breath & extra confidence with which s/he could find that special someone they’re looking for. Closeup as a brand has always been intently correlated to freshness, confidence and the young in their pursuit of a happy relationship. While constantly trying to break the clutter on Social Media and stand out with their communication, we found the perfect opportunity to do so once again while tying up with the much talked about Bollywood film, Yeh Jawaani Hai Deewani - an exclusively youth centric and fresh film with young yet hugely popular actors and a fresh approach towards the Indian youth & their take on love & life. This went hand in hand with Closeup’s brand personality. We decided to let the craze for Bollywood and its Superstars work for us by giving users a chance to connect with Ranbir Kapoor and Deepika Padukone through a Web and mobicast and a web and mobi chat. Execution: Closeup hence became the enabler that allowed fans to get in touch with their favourite Superstars and talk to them about love, life and friendship, thus using Bollywood to connect the audience with the product, thereby enhancing the brand. Half an hour before the campaign, we sent out an SMS blast to 8 lakh unique users who fall within our target sphere who shared and posted profusely on Facebook; thereby announcing and spreading awareness about the event. Posts about Ranbir & Deepika attracted a lot of traction & got 13,372 likes & about 9000 photo views in no time. Results: The campaign resulted in a vigorous response from audiences. Over all, the campaign received close to 24,10,013 impressions, 4,10,013 more than planned & 84,252 clicks on YouTube, exceeding the 20,000 estimated figure with user’s spending 5.6 min on an average on a video. The digital world lauded the campaign and it was highlighted on various digital platforms making it one of the most successful digitally led campaigns for Closeup.

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