Challenged influential bloggers across Asia and Africa to ‘make a bold move’ on film for Closeup toothpaste’s Valentine’s Day campaign, inspiring millions of millennials to get close to the one they love.



7.5m views, 460m impressions, 2500 consumer submissions and 40% increase in digital share of voice

+21% in conviction, +14% in recommentation and +15% in ‘helps me get close’ (Milward Brown)

Won ‘Best Use of Bloggers’ (Marketing Interactive PR Awards 2016), finalist for ‘Best Collaboration’ (Mumbrella) and ‘Best Practice Collaboration’ by Google

“MullenLowe salt always gives great ideas. They’re also very proactive as an agency, passionate and committed”
Renata Assuncao
Brand Manager, Unilever Closeup