Having stood for closeness for over 50 years, oral care brand Closeup (@CloseupPH) realized that getting close to someone you love is a universal instinct, but not a universal right. It launched its brand purpose campaign #freetolove to advocate for closeness as a universal right, helping young adults turn mutual attraction into action, free from judgement and self-doubt.
When launching #freetolove in the Philippines, @CloseupPH took to Twitter to drive awareness and talkability among 18-35 year old millennials. One in three Filipino millennials uses Twitter, and 90% of those look there for opinions on brands (Source: Global Web Index, 2018).
@CloseupPH created a Precision Marketing strategy, using Twitter’s keyword and topic targeting tools among a combination of products. The brand targeted four specific segments within its 18-35 demographic:
- Liberal Advocates: topics and keywords related to LGBTQ and other social causes
- Romance Seekers: topics and keywords related to love, dating and romance
- Closeup Engagers: those who have engaged with previous @CloseupPH campaigns
- Broad 18-35: who are not Romance Seekers or Liberal Advocates
To connect with its audience on a human level, @CloseupPH ran Promoted Video featuring diverse real-life couples and their stories of being denied the freedom to love. The brand boosted its video’s impact by running First View with Promoted Trend on select dates, when the video teaser would appear at the top of all users’ timelines, while #freetolove stayed at the top of the Trends list. A Video Website Card meant that users could click through from the teaser to view the entire video on YouTube.
To drive further engagement and talkability among millennials, @CloseupPH used Auto Responder and Promoted Tweets from influencers and local content creators.