Unilever: Spreading love, creating impact – the 'speak up for love' story

Unilever ran the Speak Up For Love campaign to build penetration, market share and brand equity for CloseUp toothpaste in Indonesia.

Campaign details

Brand: UnileverAgency: MindshareRegion: APAC

Strategy

Objective

The campaign's objective was to create a safe environment for 1,500 matched couples from a dating app's first date. CloseUp offered a complimentary experience at XXI Cafe for two, while also driving instant sales impact by emphasizing fresh breath to get closer to their date.

And through this approach, the objective was to:

  • Increase Closeup penetration by 50%
  • Increase Closeup Market Share by +50 bps
  • Increase Closeup brand communication awareness by +50 bps
  • Improve must-win attributes 'Brand that celebrates all kinds of closeness/love' by +100 bps
Target...

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