Close Up is a popular Unilever brand of toothpaste and is a top brand in over 50 different global markets. Unilever brand managers saw a unique opportunity to leverage the power of InMobi’s mobile advertising network to reach the youth demographic.
As part of their new “Hook Up” promotional campaign, Close Up selected InMobi for it’s sophisticated handset targeting. Display ads drove users to a WAP landing page where consumers could enter a Blackberry phone sweepstakes and share their “Hook Up” stories through a Close Up Facebook page.
A Unilever Marketing Manager said, “InMobi clearly demonstrated their ability to drive strong results. We saw a 45% increase in CTR, peaking at 0.2% after campaign optimization. InMobi also allowed us to easily combine mobile ads with our social media campaign, a truly winning combination.”