To engage with youths around Valentine's Day, Unilever toothpaste brand Closeup and its agencies joined Google for an ideation workshop. The result? Dating Roulette. Collaborating with YouTube creators and key opinion leaders on a series of YouTube videos, Closeup drove engagement across five markets, earning over 6.5M views.
GOALS
Increase awareness of Closeup as the oral care youth brand that gives you confidence to get closer
Engage and build real connections with the young target audience to grow loyalty and advocacy
APPROACH
Developed Dating Roulette, a game that challenges players to make a bold move on their crush
Worked with key opinion leaders, including YouTube creators, in each market to create video content for Dating Roulette
RESULTS
Scored more than 6.5 million video views, with 30% coming from mobile
Best-in-class earned views in the Philippines and Vietnam
Generated more than 130,000 roulette spins and 2,200 dare submissions
