Creative Execution

The Cupid Games comprised 15 dares that challenged youth in India, Philippines, Vietnam and Bangladesh to make bold moves to get closer. To get them to play, and because peer recommendation is powerful to them, we launched the campaign with videos co-created with influential YouTube creators across markets to inspire our audience. These videos demonstrated what ‘bold move’ meant to each YouTube creator, and launched three weeks before Valentine’s Day to get consumers fired up to make bold moves. The mechanics: spin the tube online, do the bold move, and share your bold move moment via photo / video online.

Cupid Games exceeded awareness, engagement and brand equity objectives. Awareness - 32% earned video viewership (Google’s best-in-class estimate: 10%) - 7.5 million video views - 460 million impressions - 40% increase in digital share of voice Engagement - 133,000 tube spins - 2,500 submissions by Valentine's Day - 24,000 social media shares - 14,000 Twitter mentions Brand metrics (Source: Millward Brown tracking) - +21% in conviction - +14% in recommendation - +13% in “is talked about” and “is growing in popularity” - +16% in “gives me confidence” - +15% increase in “helps me get closer”

Closeup is Unilever’s Oral Care brand for the youth (18-24), and aims to inspire the confidence among young people to get physically closer. The brand believes that life is best lived intensely and up-close. We needed to build brand favourability amongst this group, so we decided to communicate around the one time of the year when nerves, emotions and expectations are the highest; but so is the need to live in an intense, confident and up-close manner – Valentine’s Day. The insight driving our communications was the realization that our audience wants true connections but the closer they physically get, the less confident they feel. So, we created the Cupid Games – an online platform designed to inspire confidence through influencers, and a fun online game recreating the well-known ‘Spin-the-bottle’ game in the digital world, that aimed to get them to take action to get physically close.