The Campaign

The creation of branded entertainment content is fairly easy, with restrictions extending only to TV airtime where there’s a limit on the number of minutes per segment as well as censorhip in content--which was not a problem for a brand like Closeup. The same goes for other touch points like radio, print, and digital, i.e, you can basically do anything. The challenge though is not regulatory, it is creating content that are unique and will truly engage the easily-distracted/bored, young adult audience. Additionally, a young adults’ media consumption goes beyond a single medium. So how do you create sticky content and catch them using the right and relevant touch points?

Results

Closeup wants to be the preferred toothpaste brand of the young, Filipino adults. But with a target market that is indifferent to the brand of toothpaste they use, Closeup has taken up the challenge to differentiate themselves from other toothpaste brands and reintroduce themselves as more than just a toothpaste brand but a ‘catalyst for closeness’-- a brand that empowers young adults to get closer with long lasting fresh breath They saw an opportunity in the Filipino young adults' growing interest in music festivals and electronic dance music and used this as a means to engage their target market. They created the Closeup Forever Summer Music Festival, but added a twist: it is completely crowd-sourced. Everything from the choice of music, artists, down to the activities during the event, was all left to the choices of their target market. We executed in phases: Phase 1: Creating the Party Within three months prior to event day, we urged people to help build Closeup Forever Summer by telling us how they want it to happen: their choice artists, venue, activities, etc. Supported by our Influencer Network and Partners, we initiated conversations on Twitter, Facebook, Instagram. Phase 2: The Party Building the party didn’t stop even until event day. We urged people to continuously tweet about #CloseupForeverSummer to unlock certain event milestones like pyromusical and lights. Together with our influencers, we continued to engage the target market through tweets, Instagram and Facebook posts, bringing the experience even to those not physically present in the event. Phase 3: Reliving the #CloseupMoment We sustained people's interest in Closeup Forever Summer by allowing them to relive the experience via school tours, digital amplification (After Movie, promos, etc) as well as sponsorships on other hip music events.

The biggest hook for Closeup Forever Summer was the stellar artist line up and the impact of the word of mouth, amplified by key social influencers i.e, you are not cool enough if you're not going to the biggest and first crowd sourced summer party of the year. In the Philippines where foreign and local artists hold concerts every month, Closeup sets itself apart by bringing in top Electronic Dance Music (EDM) artists like Alesso, Helena, and Deniz Koyu. EDM is the biggest thing for the youth and the three artists mentioned are some of the best in the industry.

Within the five months, Closeup was able to make itself more present in the young adult target market while also maintaining its brand cool. Through Closeup Forever Summer, the brand reached about 18 million young adults or 60% of the target market’s online population--1 million of which generated 5 million in total votes which created the best and first-of-its kind music festival. It was attended 15,000 people and generated Php20Million (US$455,000) in ticket sales. Additionally, Closeup Forever Summer became the most talked about music festival in the country earning a total of 8 Billion total online impressions and Php226million (US$5.2M) in earned media values on TV, print and radio. It trended 38 times on Twitter, earning a total of 8 million likes, comments and shares on Facebook as well as 1 million tweets from over 105,000 unique individuals. The Closeup Forever Summer After Movie which was released more than a month after the event generated 1.5 Million views on Youtube. Closeup Forever Summer was so big that as early as the day after the event itself, the audience had already expressed excitement over the next one and has offered their choice artists and venue, among other event details.