In celebration of Kiss Day, celebrated on the 13th, the CloseUpUnilever’s oral care brand, launched a campaign starring Deborah Secco, which has more than 34 million followers on its social networks. The campaign was created by MullenLowe, a specialized business unit of Mediabrands. The suitors had a number available to send flirtations to the actress and compete for Deborah’s kiss.
When getting in touch, interested parties started the conversation with the actress’s “persona”, developed through the company’s artificial intelligence. Meta, which also adopted voicemails from the star. In parallel, Deborah appeared on a Tinder profile, where users who liked it were redirected to the same chat.
The fan Renata’s song was chosen by Deborah, and then, the xavequeira had the opportunity to have a meeting with her crush famous in Rio de Janeiro (RJ). Deborah prepared for the meeting using CloseUp products to reaffirm the connection with the fresh breath that the brand provides, in addition to reinforcing messages of self-esteem at this very important moment for anyone: the kiss from your biggest crush.
“Promoting a fan’s meeting with a celebrity was very special. The whole action was designed in a very engaging and fun way. It was a very new way of inserting the brand in a super important moment that requires a lot of trust: the kiss”, explains Vitória Cordeiro, Oral Care Marketing Manager at Unilever Brasil.
Followed by the motto “call on close“, the campaign began on April 4th, with a post by Deborah on platform X (formerly Twitter), stating her desire to give a different kiss. The post had more than 4 million views and generated spontaneous repercussions in dozens of media outlets, including open TV. After a few hours, CloseUp joined the conversation showing interest in promoting a meeting between a fan and the actress.
With a presence in other digital media, a WhatsApp number was published to enable the exchange of messages between Deborah Secco and her suitors, and whoever sent the best pick-up line would win the possibility of celebrating Kiss Day with her. According to data from Meta, 94% of people who clicked on the link do bot completed all the registration stages, and at the end, they submitted a different song in the hope of winning the date. The high retention rate, an atypical number in campaigns, consolidated the bot as a case Of success.
On Spotify, commercials reinforcing the brand’s connection with kissing are also being broadcast during the month, along with a playlist romantic that is available to all users. Finally, the squad of Closeup influencers supported the campaign’s conversation on their social networks, with content about Kiss Day and reinforcing the joke: which celebrities are your greatest crushes?
“With all these actions on the digital scene, the campaign aims to reinforce the connection between CloseUp and kissing. The “call in close“, an expression widely used among young people, in itself already demonstrates the brand’s message of bringing people together”, says Fabio Nunes, Creative Director at MullenLowe/Mediabrands.
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