Case Study: Scaling a Movement — The #FreeToLove Valentine's Day 2023 Campaign
How does a brand evolve a successful purpose-led campaign into a scalable, multi-market phenomenon? For Valentine’s Day 2023, oral care leader Closeup once again partnered with Blink to build on the #FreeToLove platform, creating a comprehensive campaign that celebrated modern love across three countries.
The goal was to move beyond a single message and engineer an entire ecosystem of engagement that empowered couples to express their love freely—free from doubt, free from judgment, and powered by the confidence of a bright smile.
The Challenge: From Local Purpose to Regional Platform
Following the success of previous #FreeToLove initiatives, the challenge for 2023 was to elevate the campaign into a replicable, multi-market platform for Myanmar, Cambodia, and Laos. We needed to create a cohesive brand experience that felt both universally relevant and locally resonant, all while driving deep engagement and reinforcing Closeup’s connection to confidence and romance.
The Approach: An Integrated Ecosystem of Love and Confidence
Blink designed a holistic campaign that surrounded the consumer with the #FreeToLove message at every touchpoint. The strategy was to provide couples with the tools, the anthem, and the inspiration to share their own love stories, effectively turning the audience into the campaign's biggest advocates.
The Execution: A Four-Pillar Strategy
1. The Anthem: A Multi-Language Soundtrack for Love
At the heart of the campaign was an original #FreeToLove theme song, produced by Blink in three languages: Myanmar, Cambodian, and Laotian. This served as the campaign's emotional anchor, and in Myanmar alone, it was cross-shared on more than 50 streaming platforms, creating massive organic reach.
2. The Digital Playground: Interactive Tools for Modern Couples
We developed a suite of digital tools designed to be fun, shareable, and engaging:
- The "Love Meter": A playful, interactive quiz that gave couples a light-hearted assessment of their connection, sparking conversations.
- The Music Customization Reel: An innovative tool that allowed users to create personalized videos with their own avatars, set to the campaign anthem, and share their unique love stories on social media.
3. The Conversation: Authentic Influence at Scale
Blink collaborated with a curated network of influencers, bloggers, and content creators known for their focus on relationships and lifestyle. These partners shared personal stories, organically weaving in the importance of fresh breath and confidence, and directed their followers to the campaign's interactive tools—turning inspiration into action.
4. The Experience: Bridging Digital Buzz and Physical Connection
To extend the campaign’s impact beyond the screen, we organized offline events in high-traffic locations. These pop-up stores, sampling booths, and experiential activations allowed participants to engage directly with the brand, receive product samples, and participate in fun, romance-themed activities.
The Impact: Owning the Conversation Across Major Markets
The #FreeToLove 2023 campaign successfully established Closeup as an essential part of the Valentine's Day conversation, creating a powerful and positive brand association.
- Positive Brand Perception: The campaign significantly contributed to Closeup's image as a trusted oral care brand synonymous with fresh breath, confidence, and romantic connection.
- Cultural Dominance: In major markets, the #FreeToLove message was truly the talk of the town, demonstrating the campaign's success in capturing the cultural zeitgeist.
- Multi-Market Success: The scalable model proved effective across three different countries, establishing a powerful platform for future brand initiatives.
By fusing a universal human insight with culturally relevant execution, Blink helped Closeup transform a campaign into a true regional movement, proving that when you empower people to share their stories, the brand becomes part of the narrative.