Closeup, a Unilever brand, is the first toothpaste to combine the power of pastes and mouthwash in a revolutionary gel.
With products ranging from anti-bac protection, natural whitening, and all-round oral care, Closeup aims to provide unmatched freshness that empowers everyone with the confidence to get close, as it fights for a world that is free to love.
The unique gamified unit was a hit with OVER 14.6 Million unique users being served the ad. The campaign drove a 43.27% engagement rate, covering over 13 Million users who interacted with the ad unit post seeing it.
There was an overwhelming volume of engagement. 48% of the users who tapped the first screen participated in interacting with the questions displayed related to triple fresh offering of Closeup.
Through the campaign, the top performing audiences were lifestyle seekers, fitness enthusiasts and music & entertainment enthusiasts. Out of the total engagements, approximately 65% were attributed to music lovers followed by fitness enthusiasts (35%) and lifestyle seekers (15%). Through our InMobi SDK data and the results from the ad units, we were able to identify that majority of the engagements came from male users who were focused towards fitness and entertainment in comparison to female users.
Furthermore, over half a million users clicked on the exit link driving them to the landing page.
InMobi ran a brand lift study through InMobi Insights that showcased that the Brand awareness improved among both genders but the consideration witnessed directional uplift among women. Post seeing the advertisement, those in the 25-34 age group had a higher consideration to purchase Closeup but the biggest jump to consider purchasing the product came the 14-17 year old users when compared to the controlled users.
