The Campaign

More than being just a toothpaste, Closeup wants to be known as a brand that empowers young adults to get closer with long lasting fresh breath. In the Philippines, Closeup is known for being an iconic brand, giving consumers experiences such as the Closeup Lovapalooza and Closeup Summer Solstice to name a few. This year, Closeup wanted to reintroduce themselves as a young, edgy brand by mounting the first-ever, fully crowdsourced music festival in the country: Closeup Forever Summer. This campaign hinged on their target market’s affinity to music and social networking. Crowd-sourcing was primarily done on social media. Using the official hashtag #CloseupForeverSummer, Closeup, together with their network of influencer students, celebrities, bloggers and partners urged the audience to create their own event online—from the artist down to the food stalls to be placed onsite—while we listened and weighed in on how the event should happen.

Success of the Campaign

Within the five months of the campaign, Closeup was able to make itself more present to the young adult target market while also maintaining its brand cool. Through Closeup Forever Summer, they reached about 18 million or 60% of the online population--1 million of which generated 5 million in total votes which successfully co-created the event. It was attended by 15,000 people and generated Php20Million ($454,000) 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 Php226 Million ($5.13 Million) 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. About 99.9% of media pick-ups about the event were positive.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

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 confetti. 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.