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Close Up Increases CTR by 45% After Optimization With InMobi

Gregory Kennedy
5 min read
Posted on November 22, 2010

The Challenge

Close Up is a popular Unilever brand of toothpaste and is the number one or two toothpaste brand in over 50 different global markets. Unilver brand managers in Indonesia saw a unique opportunity to leverage the power of InMobis mobile advertising network to reach the youth demographic.


The Solution

As part of their new Hook Up promotional campaign Close Up selected InMobi for it's sophisticated handset targeting. Display ads drove users to a WAP landing page where consumers could enter a Blackberry phone sweepstakes and share their Hook Up stories through a Close Up Facebook page.

The Results

InMobi clearly demonstrated their ability to drive strong results. We saw a 45% increase in CTR, peaking at 0.2% after campaign optimization.  said Unilever marketing manager. InMobi also allowed us to easily combine mobile ads with our social media campaign, a truly winning combination. Download the case study PDF

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