CONSUMER PSYCHOLOGY AND BEHAVIOUR

INTERNAL & EXTERNAL ANALYSIS

Presented by Group 1
Pham Khanh Ha - s3877365
Dao Minh Phuong- S3877239
Duong Luu Tien- S3715474
Nguyen Quoc Dung - S3681418
Le Kieu Anh - S3871285
Nguyen Thi Thao Trinh - s3760620
TABLE OF
CONTENT

Introduction
Internal Influences
External Influences
Recommendation
INTRODUCTION
NATURE OF COMPANY

Figure 1: CloseUp brand of Unilever (Closeup n.d)

Close-up is a well-known toothpaste brand in Vietnam and was launched by

Unilever in 1967. The only toothpaste has mouthwash and toothpaste in one,
delivering longer-lasting fresh breath and brighter, whiter teeth. Their key value
has emphasized ‘Freshness’ and giving confidence to the youth audience to get
'Closeness' in a relationship (Closeup n.d)
INTRODUCTION
MARKET SHARES

Table 1: Brand shares in the Oral care market in Vietnam (Euromonitor 2021).

In the Oral care market in Vietnam, with a Vietnamese population of 97 million people, Close-
up has nearly 20% of the market share in this category. (Table 1).
However, with the audience from 18-25 age group, Close up is still dominating the segment. But
calculating the overall market, Colgate stands in second place, above Close-Up. But Close-Up
has recorded a constantly increasing in market share in the last 5 years due to the expansion of
Gen Z and Millenial toothpaste segment (Anh 2019)
INTRODUCTION
COMPETITORS - COLGATE MAX
FRESH

Figure 2: Toothpaste brand recognition and usage in Vietnam (Q&Me 2016).

According to figure 2, the biggest competitor to Close-Up in Vietnamese toothpaste market is Colgate Max
Fresh. The brand is positioned to bring confidence when communicating with friends, not paying attention
to a couple of stories like Close-Up. And the communication orientation of the Colgate Master brand is
family-oriented, from children to adults. So Close-Up has an advantage when it comes to young people who
want to be confident while communicating with loved ones. While Colgate is under pressure to convey
multiple messages to different age groups at the same time
INTRODUCTION

PRIMARY TARGET MARKET- MARKET

SEGMENTATION

Table 2: Segmentation of Close-Up in Vietnam

INTRODUCTION

KEY PRODUCT
Most of the trending Close-
Up products in the world are
toothpaste and mouthwash,
using to keep long-lasting
fresh breath only (figure 4 &
5)

Figure 3: Trending Close-Up products in Vietnam 2022 (Closeup n.d)

However, in Vietnam, due to the report of WHO (2022), only 28.03% of parents
instructed their children to brush their teeth correctly, so the brushing habit of gen
Z in Vietnam mostly lacks necessary knowledge, leading to many oral diseases
such as yellow teeth and bad breath.
Close-Up key customers are 18-25 years old and they are really sensitive with their
appearance (and breath) when meeting each other. So for the Vietnamese
market, Close-Up focus mainly on toothpaste has the special function of
whitening teeth and giving long-lasting freshness (Figure 3), which would improve
confidence when you go close to someone. Figure 4 & 5: Trending Close-Up products in UK and
Russsia 2022 (Closeup n.d)
Internal Influence
"Internal influences are
things that go on inside of
the mind and heart of the
consumer or that can be
thought of as part of the
consumer: such as the
psychology and personality
of the consumer."
RAJAGOPAL 2019
 Learning

Close-up positions its image to be young and vibrant

to fit with the brand's young generation target
customers.
Learning

CLOSE-UP POSITIONS ITS

IMAGE TO BE YOUNG AND
VIBRANT TO FIT WITH THE
BRAND'S YOUNG GENERATION
TARGET CUSTOMERS.

CONSISTENCY IN BRAND IMAGE AND

BRAND MESSAGES
Classical Conditioning
CLOSEUP TVC - TITANIUM BY DAVID GUETTA FT SIA

(‘Quảng cáo kem đánh răng Closeup Pha Lê Tuyết mới - YouTube’ 2013)
Classical Conditioning
UNCONDITIONED STIMULUS UNCONDITIONED RESPONSE
Vibrant, intense, energetic music - Vibrant, energetic, positive
Titanium song emotions.

CONDITIONED STIMULUS CONDITIONED RESPONSE

Close-Up shows up with the Close-Up shows up with the
Titanium song in the background Titanium song in the background

Using Titanium - a famous pop dance hit (Trust & Trust 2012) to increase emotional arousal (Cook, Roy & Welker
2017) and help boost the mood of the audiences (Stanborough 2020)
 BINZ'S BRAND EQUITY = CLOSEUP' IMAGE
POSITION AND MESSAGE

Vicarious Learning
CELEBRITY ENDORSEMENT - BINZ
- Binz build his brand equity to be very attractive with
musical products often about intimate relationships

- The MV ToGetHer includes a scene of Binz using

Closeup Products that affect customers' perception of
the brand and the product.
Research shows that the attractiveness of the endorser
(Binz) can be transferred to the attractiveness of the
product and the brand's key attribute (Karasiewicz
2014)

(‘BINZ - ToGetHer (Official Music Video) - YouTube’ 2020)

 Iconic Rote Learning
Repeated messages: Hơi thở thơm mát, Răng sáng tự
nhiên, Tự tin sát gần nhau (fragant cooling breath,
natural bright teeth, confident to be close together)
on mass media channel like TVC on VTV Channels
(National Television)(‘Quảng cáo kem đánh răng
Closeup hơi thở thơm mát khiêu vũ cực xung -
YouTube’ 2015) and Youtube - the thirs most popular
platform in Vietnam (Statista 2021)

Hơi thở thơm mát

Răng sáng tự nhiên
Tự tin sát gần nhau

( Figure 1: The most popular online platform republish from Statista

2021)
 Iconic Rote Learning

The key message is repeated in every product description (‘Tất cả sản phẩm’ n.d.)
 MOTIVATION
FROM SAFETY. . .
FOLLOWED BY MASLOW'S HIERARCHY OF
NEEDS

Safety —Physical safety, security, stability and

Intimate surroundings, which considered as
elements of these needs.
Consumers are aroused after physiological motives
have been met to the greatest extent possible.
(Quester GP, Pettigrew S, Kopanidis F, Hill RS,
Hawkins D 2013)
 It can see here Close-Up has followed Maslow’s hierarchy of
needs psychology theory.
Because of consumer expectations of safety therefore they
need something that makes them believe that showing its
liability and safety. Close-Up understanding of the need for
safety, security in their product

Consumers who are functionally motivated buy innovations to

improve their performance or the organization of objects, to
avoid threatening circumstances (Geuens & Vandecasteele
2010).
In this case, the consumer feels intimidated by bacteria and
bad breath
Figure 1: The offical website of Closeup
 Following research, consumers
believe that natural products are
reliable and less potent than
synthetic alternatives. However,
relating to preventing problems,
they are more concerned with
safety than with potency (Miller
2020).

=> Every ad close-up added their

keyword showing the product is verified
and being evaluated such as
Transparency, ‘clinically proven
technologies”, “professional”, and “anti-
care protection”...
Also, the brand implied that their product
is combined with natural ingredients to
make the consumer feel more secure with
their choice
 MOTIVATION
TO BELONGING (TO FEEL LOVE AND BE
LOVED)
FOLLOWED BY MASLOW'S HIERARCHY OF
NEEDS

Belongingness- Love, companionship,

affiliation, and group acceptability are
among the fundamental requirements. They
are activated after the physiological and
safety requirements have been satisfied to
the greatest extent possible (Maslow 2013).
.
"Consumers do not purchase a tangible product. Rather, they
purchase solutions to problems or motive their satisfaction" (Quester
GP, Pettigrew S, Kopanidis F, Hill RS, Hawkins D 2013).
In this case, is more than that, consumers do not buy a similar
toothpaste showing that it could protect our teeth. They need
something more, they need something attached to their emotion.
Understanding that fact, Close-Up has built its brand image with a
strong association with Love, the feeling of belonging to someone.

=> The brand serves as a catalyst that moves people closer, stereotyping closeness, celebrating love
of all kinds.
 Creative strategy

Close-Up created a unique brand experience for the

"forever alone" millennials.
Close-Up pioneered the first branded dating
platform for single teenagers on Zalo, with an
Figrue 1: The FA strategy to find a perfect match (WARC 2017)
innovative couple matching solution that reflects
Vietnamese youth culture. In Cinema, wearable
devices would track the young couple's heartbeat in
real-time, generating intimacy scores and Close-Up
tips that would be sent to users instantly.

Figrue 2: The consumer insight (WARC 2017)

It adopted the dating process by
combining the benefits of existing apps
and creating a matching funnel solution
that was in connection with Vietnamese
youngster culture and inspired them to Figrue 3: The culture insight (WARC 2017)

get closer physically (WARC 2017).

Figrue 3: The media insight (WARC 2017)

 As a trait of FMCG, the brand always
MOTIVATION maximize the profit by stimulate different
motivation of consumers
Following a triangle hierarchy of needs of
Maslow. It could relate to the fact that the
brand is trying to maximize the potential
consumer by focusing on the "belonging" and
"safety" segment which is the lower order needs.
figrue 4:The triangle hierarchy of need(Maslow 2013)
Furthermore, these two segments are
categorized as Deficiency Needs (Maslow 2013).
The lower-order needs (Deficiency Needs), the
easier it can reach consumers due to the sense
that their dissatisfaction creates a void that
encourages people to meet their demands
(Holzknecht 2007).
figrue 5:The D needs and B needs of triangle hierarchy of need (Maslow
ATTITUDE

"An enduring combination of

motivational, emotional, perceptual and
cognitive processes with respect to
some aspect of our environment"
(Quester, Pascale et al. 2013).
AFFECTIVE COMPONENTS
PRACTICES

Classical conditioning: Close- up Diamond Attraction TVC use Titanium as its background
music, the contribution of celebrities (Sia & David Guetta) -> stimulus that audience prefer -
> audience's positive feelings towards the brand (Quester, Pascale et al. 2013).
Affect towards advertisment: Close up ultilized the use of high-profile artists/songs to create
youthful and trendy advertisment which involve a lot of music and dance -> these attributes
increase affinity for the brand (Quester, Pascale et al. 2013).

(‘Quảng cáo kem đánh răng Closeup Pha Lê Tuyết mới - YouTube’ 2013)
 AFFECTIVE COMPONENTS
PRACTICES
Mere exposure:
Close up consistently presented exactly the
characteristics of the toothpaste that
customers require (teeth whitening, fresh
breath, eliminate tooth decay, more
confidence to get closer to their preferred
sex) (Vani, Babu & ,Panchanatham 2011)
throughout all of its campaigns
(#Freetolove; #Kissityourway;
#makeyourmove)
AFFECTIVE COMPONENTS
PRACTICES

Mere exposure:
Consistent packaging of the toothpaste has couples with bright smiles
with white teeth
-> Enhance liking and subsequent purchase for low-involement products
(Quester, Pascale et al. 2013).
 AFFECTIVE COMPONENTS
RESULTS

Youth-centric product
Closeup topped the
positioning and an innovative
list of fluoridated
product pipeline fulfill
brands each scoring
customer's demand ->
97 out of 100 (Khanna Close-Up has an advantage
enhance making purchase
2019). over its competition. Close-up
decision (Acharya et al. 2018)
has a 60 percent market
share in this segment, which
has 900 crore individuals
(Khicha 2013))
COGNITIVE COMPONENTS

Shifting importance
Trusted brand by Unilever: as customers purchase a specific brand
seeing its brand name (Sarker 2013) -> enhances purchase
The synonym of "Freshness" and "Confidence": Understanding that
customer requires more than just the product while purchasing, Close
up aims to provide customers with the association with love, a sense
of confidence to get closer to their beloved ones-> customers buy not
only the toothpaste but also the solutions to their problem and
demand fulfillment (Quester GP, Pettigrew S, Kopanidis F, Hill RS,
Hawkins D 2013).
COGNITIVE COMPONENTS
Adding value
The first tooth gel in the world (Close up n.d)
The dual benefits (teeth whitening & fresh
breath) and updating technology (anti germ
Mouthwash) (Close up n.d)
Diversified product lines with their own
specialization
.-> positive additional features contribute to
customer positive attitudes -> promoting index
(Quester, Pascale, et al. 2013).
-> whitening is a new added value trend in oral
care, Vietnamese willing to pay more for
sophisticated products with particular features -
whitening (Triton Market Research n.d)
EXTERNAL
INFLUENCE

Consumer behaviour is influenced by the market

economy, culture, social values, vogue, and business
policy. They have a direct impact on the value of
activities, despite the fact that the influence comes
from outside the consumer
(Rajagopal 2019).
CROSS-
CULTURAL OTHER-ORIENTED VALUES
VARIATION:
Represent a society's perspective of suitable
interpersonal and collective relationships. These
Marketing activities that consider
connections have a significant impact on marketing
cultural similarities and differences
strategy.
(Quester et. al 2013)
(Quester et. al 2013)
 ROMANTIC ORIENTATION
Nigeria India (2nd launched country)
(1st lauched country) (The Economic Times 2011)
Vietnam
(Benson 2018)

Free to make the decision to marry

Ethnic and religious lines (Mmahi &
Ojo 2018)
Christians marriage & worship
discrimination (Lep 2018)
Muslim marriage
=> Inter-religious relationships (Lep 2018)
Homosexual relationships are taboo
(Zweynert 2017)
Arranged marriages (Bejanyan, K
but with the agreement of parents
et al. 2014)
(Dong 2020). .
Successful marriage: Similiar the
More open-minded in same gender
caste between two families
relationships but still faces
(Narzary & Ladusigh 2019)
discrimination of several people (BBC
=> Inter-caste marriages and inter-
News 2017)
religious are frowned upon (Narzary &
Ladusigh 2019)
=> Violence, societal and familial
boycott, and the death of the boys and
girls (Narzary & Ladusigh 2019)
CAMPAIGN:

Nigeria India Vietnam

“#Giveloveachance” campaign, #freetolove campaign

“Breaking Love Barriers”
message (Unilever 2019)
Motivate and encourage to act
on their desire despite the
obstacles (Nnah 2019)
Inspire people to love, dare them to act, and conquer all barriers to
love in all of its manifestations, regardless of gender, social class,
religion, or age
(Closeup 2019)

Nigeria
Digital video content
Wasn't included cultural problems:
religious conflicts and same sex
relationships
(Unilever 2019)
Closeup's digital platforms, the
celebrities' individual pages
(Unilever 2019)
IMPLEMENTATION
India
Message: "DON'T LET BARRIERS
HOLD YOU BACK FROM
EXPERIENCING LOVE" (Closeup
2019)
A series of short films included
Inter-caste marriages and inter-
religious relationships (Nnah 2019)
Vietnam
Message "‘YOU make love rules’
(Appukuttan, Tong & Lam 2020)
Organise two big music concerts
(Appukuttan, Tong & Lam 2020)
Social networks for LGBT (BBC News
2017).
=> Created an online forum
#freetolove – link attached on social
networks sites (Facebook, Zalo,
Instagram) (Appukuttan, Tong &
Lam 2020)

Nigeria
The campaign was successful:
Didn't mention about Religious conflicts and
homosexual
The encouragement to show the love to
that person
A total campaign reach of 6.1 million, lots
of discussion on social media, drove
conversations, awareness, high-level
engagement.
(Unilever 2019)
EVALUATION:
India
The campaign was failed:
Interfaith marriages, involve Muslim men
and Hindu women (Findlay 2019)
=> Faced a boycott (Findlay 2019)
Headquarter share in India was 16.7%,
down 140 basis points from the previous
year (Nnah 2019)
The market share was decreased by 12,7%
(Nnah 2019)
Vietnam
The campaign was successful:
Deep understanding about that Vietnamese
society
Effective use of social networks sites
Famous artists who support the LGBT
community Huong Giang Idol, Truc Nhan,
Gil Le,...
(Appukuttan, Tong & Lam
2020)
Outstanding KPIs
11.8 million views, clicks, or engagement
35k people attended the concert
Maintained a larger than 70% share of
voice in social buzz in oral care.
(Appukuttan, Tong & Lam 2020)
CROSS- SELF-ORIENTED VALUES
CULTURAL
VARIATION: Reflect the goals and ways of life that individuals
in society find desirable
(Quester et. al 2013).
Marketing activities that consider
cultural similarities and differences
(Quester et. al 2013)
 SENSUAL GRATIFICATION VERSUS ABSTINENCE

Nigeria India Vietnam

Kissing, embracing, and touching
- even amongst married couples -
are frowned upon
Serious conflicts if couples show
Public Displays of Affection in =>
public
(Diamond 1982)
Young and working couples are
becoming addicted to
smartphones and tablets, which is
paralyzing their sexual lives.
The needs of practical activities
(IANS 2015).
Public displays of affection are
not considered appropriate and
frowned upon
Doesn't make serious conflicts
when showing Public Displays of
Affection in public
(Vietnam Visa 2018)

Nigeria
#MakeYourMove campaign
The message: To make your move
Online platforms to challenge young
people to describe share their brave
moves with 6 words to:
Encourage young people to express
their bold desires in creative way
Make actions to confess to the one
they love on Valentine’s Day.
(Salau 2016)
CAMPAIGN:
India Vietnam
Vietnamese people are often
'Cupid Games,' campaign
afraid to show their feelings in
The message "'The more you play,
crowded places:
the closer you get,'"
=> "Dare to love, dare to kiss"
Encourage young people to go out
campaign, the mesage "Confidently
and have fun with persons they are
kiss anytime, anywhere"
interested in.
to call on young people to express
(Thomas & Gamvros 2014)
their love to their lover with "public"
kisses.
(Hung 2016)

Nigeria
Invited KOLs to share stories
about their own bold moves to
inspire young people to create
their own stories, and inspire to
others
The hashtag #MakeYourMove to
share on the participants’ social
medias
(Salau 2016).
IMPLEMENTATION
India Vietnam
3 phases – tease, test and taste
Tease: Created online films that Created short articles
Test: Hang out and play the Useful knowledge and information
game about kissing
Taste: What it's like to be Photo contests on social media
together, how fun is the date platforms
(Thomas & Gamvros 2014). Favourite celebrities to promote
this campaign
(Hung 2016)
 EVALUATION

Nigeria India Vietnam

The campaign was successful:
Public Displays of Affection
Effective use of KOLs & online
platforms
(Salau 2016)
Outstanding KPIs:
19,463,832 impressions
221,646 clicks
A 1.1% CTR
(Terragon Group 2016)
The campaign was successful:
Real love connections among
young people
(Thomas & Gamvros 2014)
Outstanding KPIs:
413 couples were identified as
'play compatible' and paired on
Valentine's Day, receiving tickets
to local Closeup events
1.07 million hits to the game app
and a CTR of 2.4%
(Thomas & Gamvros 2014)
The campaign was successful:
Sensual gratification problem as
the fear of Vietnamese people
when expressing their love in public
Effective use social medias, KOLs
(Hung 2016)
Outstanding KPIs:
The posts on Facebook Fanpage all
achieved high interaction, the post
receiving the highest interaction
reached 141,000 Likes and 1,000
Shares
(Hung 2016)
 CROSS-
CULTURAL
ENVIRONMENT-ORIENTED
VARIATION: VALUES
Define how a society interacts with its economic,
technological, and physical environments
Marketing activities that consider
(Quester et. al 2013)
cultural similarities and differences
(Quester et. al 2013)
 CLEANLINESS

Nigeria India Vietnam

Oral health is insignificant than
other elements of health (Adeniyi,
Sofola & Kalliecharan 2012)
A lack of awareness (Etiaba et
al. 2015)
Prevalent oral health illnesses
(Etiaba et al. 2015)
A lack of coordination of health
services (Etiaba et al. 2015)
A variety of oral health problems
Low awareness, strained and
imbalanced infrastructure and
resources
A lack of motivation, oral health
regulations
(Batra, Saini, & Yadav 2020)
Most people have dental health
disease
Caries in children milk teeth
Permanent tooth decay in young
adults
(Nhien 2019)

=> MOST IMPORTANT TO HAVE A GOOD ORAL HEALTH


Nigeria
"The World Record Tooth
Brushing Challenge" campaign
Message: Raise awareness of the
importance of oral healthcare
Nigerian Government and Dental
Association, other media
angencies
(Temi 2013)"Make their move" to the person that
CAMPAIGN
India
"#Makeyourmove campaign"
Message: "If your heart is not
racing, if your body's not
trembling, if your skin's not
tingling, you're not close enough.
So be bold; get close; make your
move this Valentine's Day"
=> Attract the youngsters to have
fresh breath and clean teeth to
they're attracted
(WARC 2016)
Vietnam
"Couple City Race challenge"
campaign on Zalo
Message: "I Love You'
Due to young couples looking
for new dating experiences.
=> A new dating experience to
encourage young people to use the
products to keep clean teeth & fresh
breath when dating.
(WARC 2017)
 IMPLEMENTATION
Nigeria
Supported an event to break India's
previous Guinness Book of Records
A special Teacher's Alignment
Training Session for secondary
school teachers
(Temi 2013)
India Vietnam
A cross-media strategy
A campaign film and distributed
Merged digital challenges and
it across social media channels
out-of-home activities with audio
Encouraged young people to
recognition technology
share their own stories and then
Allowed people to use their
inspire others to overcome with
phones to visit certain locations
clean teeth & fresh breath
where they could participate in
Popular YouTube influencers to
challenges
share their own tales
(WARC 2017)
(WARC 2016)
 EVALUATION:
Nigeria India Vietnam
The campaign was successful: The campaign was successful:
The campaign was successful
Encourage the courage to show the New experence & the necessary of
The importance of raising awareness
love having a good oral care.
Outstanding KPI:
The importance of having a good oral Outstanding KPIs:
Over 300,000 young Nigerians
health Business result
participated and broke the previous
Outstanding KPIs:
record (177,003 people) The campaign's buyer base grew by
71% share of voice in the dental care 110bps in urban areas.
(Temi 2013)
category highest Brand Equity score (63 points)
31,000 mentions of the brand on
:The impact of a closeup was
Twitter in Asian markets. increased:
Sales rise of 10% on average across the
Top of mind (3 bps)
campaign markets
Brand commitment (3 bps)
=> Brand equity ratings increased by 3%
Instantly whiten teeth (7 bps) and
points
maintain the top position in 'is the best
(WARC 2016)
at providing you fresh breath'
(WARC 2017)
DEMOGRAPHIC

18-25 YEARS OLD SINGLE

WITH EXTENSION
TO 25-34
AGE GROUP
Age is one of the key components that influence the
buying behavior of end customers (Slabá 2019)

18 - 25 years old is the third-highest of the population in

Vietnam with 15.22%, however, the 25-34 age group is the
highest population group in Vietnam with 45.7% (figure 1)
Figure 1: Population of Vietnam in 2022 (CIA factbook 2022)

Additionally, according to figure 2, from age 18 to 49, the

25 - 34 age group contributes the highest to the oral care
industry, with 34.3% of the overall buying of toothpaste
each month mostly because of their oral diseases
increasing (Kapoor et.al 2022)

=> So from primary target customers of 18 - 25 years old,

Close-Up has extended recently to Millenials of 25 - 34
age group
Figure 2: Toothpaste usage in Vietnam (Q&Me 2016)
 AGE- Social media and 18 -25 years old is the second-highest age group
using social media the most (Figure 3)
Traditional marketing Youtube and Facebook has the highest usage
rate and efficient channel (Figure 4)
Apart from Social media, Close-Up also use TVC
on VTV and Yan News to expand their
awareness
OOH and offline events like music concerts is
really efficient for such group age
Figure 5: #Freetolove campaign TVC, music festival and OOH

Figure 3: Social Media audience age group in Vietnam (Kemp 2021)

Figure 4: Most Social Media Platforms used in Vietnam (Kemp 2021)

 Gen Z who are single tend to pay high attention to
MARITAL appearance so they spend more on beauty and healthcare
products (Velaudham 2019)

STATUS According to Nguyen (2020), 78% of the Vietnamese age

group from 18-25 are single.

From a survey of Close-Up to Vietnamese Gen Z (Harvey

2021):
46% of Gen Z are afraid of stereotypes when loving
someone
39% of Gen Z are afraid of family and social criticism
about love
=> So almost Half of Gen Z have to hide their
relationship in front of their family, of social attention and
tend to find private forums to share emotional difficulties,
build confidence, etc (Szymkowiak et.al 2021)

=> Close-Up's brand message always focuses on becoming

a supporter of confidence for everyone to get closer to
Figure 6: Close-Up survey of Vietnamese youth
(Harvey 2021) your loved one.
 EVALUATION

Figure 9: Closeup #Free to love on Youtube

The initial response with over 7 million views after just one
day, approximately 4 times the average country's highest
view (1.8 million views/ day)
The close-Up campaign video on Youtube get 11 million views
in just 1 week and no negative comments (Figure 9)
Over 12.7k like and 5k shares, comments of total #freetolove
campaign posts on Facebook (Figure 8)
=> After the campaign, Close-Up has enormously raised its
awareness on social media, which is of major importance for
low involvement FMCG products like toothpaste (Adhikari
2019)
Figure 7: #Free to love music festival After the campaign, there have been drastic changes in the
LGBTQ community and Gen Zs in relationships, uploading
Figure 8: Closeup #Free to love positive response selfies and kissing on Facebook stories more often (Pham
2022) (Figure 7)
Group Influence

Informational Influence

Identification Influence
INFORMATIONAL INFLUENCE

E-COMMERCE
E-commerce is useful and popular nowadays. Market and
get reviews on these platform help Closeup quickly expand
their market share as well as increase sales due to a larger
number of products sold.
CloseUp
TVC
Advertising and PR are two marketing strategies that are most
used by Closeup and throughout the process of positioning
product images in the minds of customers.

BILLBOARD / BANNER
Closeup uses signs and banners in large centers,
superstructure buildings, and bus stations with additional
bright and recognizable posters and the slogans "Fresh
breath, get close together."
 BIG CAMPAIGN
"WALK OF LOVE"
Calling people to join the story through online
FANPAGE and offline activities
Create a thirst for a place engraved with love
"7 days kiss" and inspiration
New strategy with valuable prices has started and attracted lot of This campaign is a stepping stone to honor
people to join. Brand name and the slogan of "fresh breath" expend the company's message "Let love guide".
rapidly on social media.
Amplify program and brand information on all channels
 WHY IT IS EFFECTIVE?
(EVALUATION)

In Vietnam, one of the elements that have a significant effect on personal consumers'
intention to use is social impact.(Momtaz, Aghaie & Alizadeh, 2011)
-> The message "Let love guide" awakens the desire of the target audience, which directly affects
the consumption behavior

"Influencer reviews are trusted by 90% of Vietnamese shoppers (Pham 2021).

-> Having reviews on E-commerce could enhance the credibility of products and also profits for
the brand.

Greater depth and insight of products

-> The customer knows more about the unique point of the product, which is giving a fresh breath
to get closer
 Identification Influence
“FREE TO LOVE

Big idea: "Freedom of love, dare to act beyond all

preconceptions"
Launched the 2 big events in Hanoi and Ho Chi
Minh City with the primary goal to spread a positive
message about the freedom of love (Tam 2019).
Unique Selling Personality: the products are special
for the young generation with the will to act beyond
prejudge
The empathy for love and being different

Symbolize the target customer

Free to love fromCloseup (Closeup n.d)
of Freedom and Confidence

Identify customer
Customer express and identify
personal image:
Being resilient and ready to
overcome prejudges
Having spirit of living a fully
live
WHY IS IT EFECTIVE ?
(Evaluation)
Consumers' relationships with firms may be better reflected by brand
identification. (Lam et al., 2013; Tuskej et al., 2013)
-> Closeup solidate the relationship with customer who are young, wild
and free
Establish a relationship with the consumer. Increase dedication and
loyalty. (McGowan, Shiu & Hassan 2016)
Developing a distinct personality to define a company's USP.
Customers respond positively to a personality that is similar to their
own. (Mumford 2015)
-> Closeup create a special place in customer’s mind
 The Success

Figures 1&2: Outstanding campaign in 2019 republish from Buzzmetrics

2019
Recommendation
LEARNING RECOMMENDATION

Create an auditory cue to apply classical conditioning concept

Based on the weakness of Close-Up in the Learning section, the latest marketing strategy that apply classical
conditioning learning concept with auditory cue was from 2013 (Titanium by Sia ft David Guetta).

Closeup should create a short trendy, catchy sound that has the potential to become trendy on new social media
platform like TikTok. The “Closeup sound” can increase brand recognition, effectively deliver brand’s personality to the
young generation of customers using TikTok platform - one of the rising application for young generation (TikTok:
Next Biggest Social Media Platform for Advertising | seoplus+ Blog’ 2020). The auditory cue that has the potential to
be trendy on TikTok also increase User Generated Content (UGC). UGC is said to attain approximately 7 times higher
engagement rate and almost 40% more effective than brand generated content (‘How User-Generated Content
(UGC) Is 42% More Effective for Sales’ n.d.).
Recommendation
LEARNING RECOMMENDATION

A case study reference from a brand who has

succesfully applied this classical conditioning
concept:

VNPAY-QR: Hashtag #Ruoclocthantai with

451,4M Views (‘#RuocLocThanTai Hashtag
Videos on TikTok’ n.d.) and 1710 user-
generated videos with the sound “Rước Lộc
Thần Tài Cùng VNPAY-QR” (VNPAY-QR
n.d.)
 RECOMMENDATION 2
CROSS-CULTURAL VARIATION:
OTHER-ORIENTED VALUES - ROMANTIC ORIENTATION

To avoid the lack of deep understanding of romance’s cultural value from failed #freetolove
campaign in India,
=> Introduce new campaign to resolve existing romance’s cultural value in Vietnam:
Significantly improved feminism (LLCT - XD CAND 2021) & women's status (Mai 2020)
The traditional concept "buffalo looking for stakes" (trau di tim coc) (Nhien 2020)
=> Vietnamese society has becocome more open to new beliefs and lifestyles (LLCT - XD CAND 2021) +
feminism has advanced significantly (Mai 2020) + women now make up 85% of all consumer purchases
(Preet 2019)
=> It’s time to change that traditional concept by launching “Make the first move by Closeup” with the
message of strong and proactive women to express confidence in their relationship through fresh
breath with Closeup.
 RECOMMENDATION 2
CROSS-CULTURAL VARIATION:
O T H E R - O R I E N T E D V A L U E S - R O M A N T I C O R I E N T A T IO N
Target audience: 18-25, Gen Z, single
Enormous purchasing power & socially conscious (Mah 2019).
Enormous purchasing power (Mah 2019).
Powerful social awareness + willingness to collaborate with socially and environmentally conscientious businesses (Mah 2019)
A lot of time on social media and video-sharing platforms (Nielsen 2018).
Influencers' attractiveness has the biggest influence on Gen Z customers' perceptions of usefulness and social influence (Pham, M. et
al. 2021).
=>Implementation:
Promote the campaign on social media platforms: FB, IG, TikTok, Youtube and leverage celebrity endorsement Tlinh, Suboi (Figure
1), who are the rare female rappers in the rapper community that support feminism and eliminate stereotypes about women and are
loved by young audience to deliver the message of the campaign (Duc 2020)

Figure 1: Tlinh & Suboi by Le Anh, 2020, picture

 Introduction and demographic references
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 Group Influence Reference
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 Learning Recommendation Refernces
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Romantic Orientation Recommendation Refernces
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Thank you for Listening!
We would like to express our sincerest
gratitude for sharing knowledge with us.

GROUP 1