Closeup (@CloseupPH) launched its latest innovation in the Philippines, the new All Around Fresh toothpaste, a one-stop oral care solution with the promise of superior freshness for an all-out smile.
With the brand’s core audience on Twitter and 40% of them having purchased oral care products on a monthly basis1, Twitter was a natural fit platform for Closeup to drive awareness and generate conversation surrounding the launch of All Around Fresh.
The campaign was powered with Branded Features like Branded Hashtags, and bespoke Twitter APIs, such as dayparting and TV Sync, which enabled Closeup to implement its audience-focused media strategies. @CloseupPH also leveraged Twitter Brand Survey to measure key brand metrics, for example ad recall and message association, to uncover insights which were later utilised to optimise the campaign.
@CloseupPH structured the campaign on the launch-and-sustain model, first driving mass awareness of All Around Fresh’s superior benefits, then combining a suite of Twitter products to drive deeper engagement and purchases.
During the launch phase, Trend Takeover and Timeline Takeover drive mass awareness while the custom branded emoji, which appears each time one of the campaign hashtags is Tweeted, further supercharged the conversations throughout the campaign.
@CloseupPH tapped on two bespoke Twitter API solutions: Dayparting and TV sync, to connect with the audience when they were the most receptive. Firstly, dayparting enabled @CloseupPH to show different ad creatives during specific times of the day, cleverly delivering the promise of all around freshness throughout the day. Secondly, TV Sync gave the brand the opportunity to synchronise the display of ads on Twitter with specific commercial breaks or shows on TV. This bridged the gap between online and offline as Closeup could connect with the audiences via both their first and second screens.
To optimise further the campaign creatives during the sustain phase, @CloseupPH used the insights from the Twitter Brand Survey. The three-month long survey revealed that human-centric ads resonated best with the audience, compared to product-focused ads. Tapping into this insight, @CloseupPH updated the creatives on the Carousel Ads and Video Ads to drive deeper engagement.