MANILA - Filipinos will have a kilig time this Valentine’s Day as Twitter, in partnerships with Mindshare and iconic toothpaste brand Closeup (@CloseupPH), launches the #CloseLangToCloserPa campaign. Starting today until February 28, Filipinos can enjoy an exclusive Closeup emoji by Tweeting the #CloseLangToCloserPa hashtag. After Tweeting the hashtag, users will receive advice directly from @CloseupPH to learn more about getting closer to their loved ones. This campaign also marks the launch of the first branded emoji in South-East Asia this year.
“Sometimes the greatest journey is the distance between two people. Closeup is all about giving people the confidence to get even closer, and our partnership with Twitter will help us bridge that gap this Valentines Day,” said Cara Favila – Oral Care Marketing Manager, Unilever Philippines. “Our campaign celebrates all kinds of love and relationships.”
According to research by TNS Qantar, 66% of Filipino personal care audiences are active on Twitter. Additionally, the platform’s user base is skewed towards younger audiences, making it the perfect avenue for @CloseupPH to engage with its target consumers. However; to drive engagement, Closeup couldn’t settle for a typical execution. So Mindshare worked with Twitter to encourage Filipinos to get closer to their loved ones this Valentine’s Day – may it be to a crush, significant other, or family.
“Since Twitter drives talkability during special occasions and events, we knew that online conversations would spike around Valentine’s Day. With adaptive marketing at our core, Mindshare leveraged on this data to deliver a highly-engaging execution for Closeup. We are constantly looking for new ways to maximize the capabilities of our digital partners, which is key to driving innovations for our campaigns,” said Abhishek Gupta – Managing Director for Team Unilever, Mindshare Philippines.
“Twitter has always been committed to bringing people together. In 2017, there had been 46 million mentions of love across Asia Pacific. Filipinos are known to share their feelings, whether it be bittersweet or romantic, through ‘hugot’ or ‘feels’ Tweets. We are excited to collaborate with Closeup, the iconic toothpaste brand, to bring Twitter users together to celebrate love this Valentine’s Day. We hope to encourage more users to send messages of love to their families or partners and allow us to be part of their Valentine’s Day celebration,” said Tina Pang – Head of Sales, South-East Asia, Twitter.
Don’t miss out on the chance to express your love for others! Use #CloseLangToCloserPa hashtag to activate the emoji and try out the new Closeup filter and Tweet your photos. Follow @CloseupPH for more information about the campaign.