Research found that being single is a big pain point for many Vietnamese millennials; they do not have the confidence to approach people in the physical world, so they rely on the virtual world to look for partners. Close-Up, a leading oral care brand in Vietnam, sought to enable young people to overcome their fear of physical intimacy and find love. In partnership with Zalo, the brand launched a mobile campaign that engaged Vietnamese millennials with a branded social dating platform, wearable devices, and real-time messaging.
Objective and Context:
Close-Up has more than 60 percent awareness among young Vietnamese. Over time, however, the category has gotten less exciting for this consumer group, and the brand’s market share has plateaued and lost some relevance with them. Given this, the key strategic priorities for the brand were to increase brand conviction by one point, win back market share by 20 points, and increase buzz about the brand.
Close-Up is positioned as a brand that creates unique experiences for millennials and inspires them to get close physically. While this group has high outward self-confidence, in moments of real closeness and physical intimacy, their confidence wanes and they fear being “forever alone.” They spend more time online, using social chat apps and dating sites, to make friends and look for partners.
Armed with these insights, Close-Up created a unique brand experience for “forever alone” millennials. The brand sought to empower millennials to go from being virtually close to spending quality time with each other in person.
Overall Campaign Execution:
Close-Up partnered with Zalo, the largest messaging app in Vietnam, to create a branded mobile social dating platform that would enable Vietnamese millennials to find a dating match based on their interest, likes, locations, and horoscopes. Close-Up didn’t stop at helping them find the right partners; it also enabled couples to get physically closer by organizing cozy movie dates and a Halloween-themed party, “Forever Alone Escape.”
Mobile display, Facebook, online PR, mobile video, and the Zalo app were used to extend incremental reach and invite users to join the dating platform. During registration, the users were asked a few questions to determine their horoscope, demographics, and location. Once users had signed up, the system automatically matched users with list of other users. If they were interested in someone, they could invite him/her to answer a real-time questionnaire. These steps worked like a matching funnel. Those who made it to the bottom of funnel were seen as the most compatible and were given premium tickets to CGV cinemas. At their cozy movie date, couples were given a wearable device to track their physical intimacy score through their heartbeat rates. The couples whose heart rates were not significantly higher received real-time messages via the Close-Up dating platform to encourage them to spend quality time with one another.
Close-Up’s market share increased by 70 points, and its brand conviction scores went up by one point. The Forever Alone Escape was the No. 1 trending topic on social media, surpassing the Samsung galaxy launch hype in Vietnam. Close to 10 million youngsters were reached with this campaign, which was around 75 percent of the brand’s target audience, and 76,000 people used the dating platform on Zalo to find partners.