Case Study: How Closeup Engineered a Viral Movement for International Kissing Day

For a leading oral care brand like Closeup, International Kissing Day isn’t just another date on the calendar—it's a Super Bowl moment. The opportunity to own the conversation is immense, but so is the challenge of cutting through the noise with a message that feels authentic, not opportunistic.

For July 6th, Closeup partnered with Blink to architect a comprehensive digital campaign that did more than just participate; it created a viral movement built on genuine user stories.

The Challenge: From Passive Promotion to Active Participation

In the age of the hashtag, simply asking users to share content is not enough. The central challenge was to move beyond a generic call-to-action and create a compelling reason for people to engage. How could we inspire audiences to share intimate moments in a way that felt personal and rewarding, while simultaneously generating a massive wave of on-brand, user-generated content?

The Approach: Architecting a Self-Perpetuating Content Engine

Our strategy was to create a frictionless, rewarding loop of user engagement. We wouldn't just ask for content; we would provide a tool to enhance and celebrate it. The core idea was to build a dedicated microsite that served as a central engine for transforming personal love stories into beautifully branded, shareable assets.

The Execution: A Multi-Layered Activation

Blink engineered a holistic campaign that guided users seamlessly from inspiration to advocacy:

• The Spark: Credible Influence: We activated a diverse network of Key Opinion Leaders (KOLs) from various backgrounds. These influencers shared their own stories and directed their followers to the campaign hub, lending authenticity and driving initial traffic.
• The Hub: A Dedicated Microsite: This was the heart of the campaign. Users were invited to upload their favorite kissing photos and write short notes detailing the passionate moments behind them.
• The Engine: Instant Gratification: After submitting their story, participants immediately received a redesigned version of their photo, professionally stylized with their own heartfelt note. This transformed their personal memory into a unique piece of digital art.
• The Fuel: A Viral Sharing Loop: Participants were then encouraged to share their newly beautified photo-story across their own social media pages with the hashtag #InternationalKissingDay. This created a powerful and self-perpetuating cycle of organic promotion.

The Impact: Owning the Kissing Day Conversation

The influencer-led campaign was a true viral hit, successfully turning the audience into the brand's most powerful advocates.

• Massive UGC Influx: The dedicated microsite was flooded with kiss photo submissions and love letter entries, resulting in a significant wave of user-generated content that carried Closeup's brand message across social media.
• Hashtag Dominance: Closeup successfully capitalized on and dominated the #InternationalKissingDay hashtag, leveraging influencers to drive mass participation.
• Strengthened Brand Association: The campaign powerfully reinforced Closeup's connection to romance, confidence, and the intimacy of getting closer to loved ones.

By transforming a simple holiday into a powerful engine for brand advocacy, Blink enabled Closeup to not just join the conversation, but to own it entirely.