Results and Effectiveness

Closeup increased its presence among the young adults and maintained its brand cool. The brand reached 60% of the online population (18 million), 1 million of which, helped create first ever crowd-sourced and most talked-about music festival in the country that was attended by 15,000 people, generating Php20 million in ticket sales. It earned a total of 8 Billion online impressions and Php226million in earned media values on TV, print and radio. It trended 38 times on Twitter, and had 8 million total likes, comments and shares on Facebook as well as 1 million tweets from over 105,000 unique individuals.

Creative Execution

The media strategy had 3 pillars: right channel, reach and engaging content. The principle behind it was simply that if Closeup selected the best channel for crowdsourcing and aimed to hit majority of its target market with engaging content, then Closeup will be successful at building buzz in brand activation. Closeup invested in social as a key channel because of its relevance to young Filipino adults. The media strategy reached 80% of Filipino millenials online. 70% of the total budget was spent on paid channels with high returns on earned media values. Closeup ensured visibility for crowdsourcing content amongst young adults. Closeup Forever Summer was on their Facebook and Twitter timeline encouraging them to co-create the biggest music festival in the Philippines. Closeup amplified the event through video advertising. An official aftermovie was released to bring the Closeup Forever Summer experience to the rest of its target market on digital.

Insights, Strategy and the Idea

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.’ We 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. We created the Closeup Forever Summer. A music festival with an added twist: it is completely crowd-sourced. Using the hashtag #CloseupForeverSummer, we urged our audience to share how they want the event to happen. Everything from the choice of music, artists, down to the activities during the event, was all left to the choices of their target market.