Closeup: All around freshness

A campaign by Closeup, a toothpaste company, in the Philippines, helped introduce a new premium product by targeting online users during the COVID-19 lockdown.

Campaign details

Brand: CloseupBrand owner: UnileverEntrant company: Mindshare Philippines, TaguigMarket: The PhilippinesSector: Oral healthMedia channels: Online video, Programmatic display, Radio & audio, Social media, Television, Video ondemandBudget: 1 - 3 million

Executive summary

The pandemic has made an impact to the nation's consumer needs and behaviors, making it challenging to advertisers and marketers. The crisis made people more vigilant about day-to-day developments and staying connected online. The lockdown provided opportunity to explore various online-based services. Video-streaming, listening to music online and ordering food are the top online-based...

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