Instagram · TikTok · Facebook · 01 · Social Campaign
Close Ah?
A locally-rooted social campaign for Close-Up that flips the fear of getting caught into the confidence to own it.
Client
Close-Up (Unilever)
Platform
Instagram · TikTok · Facebook
Role
Social Strategy & Content
Format
Reels, TikTok & Native Video
01
The Why
The gap isn’t creative, it’s cultural.
Close-Up’s global platform has always been the same: fresh breath gives you the confidence to get close.
The brief wasn’t to translate “confidence to get close” into Sri Lanka. It was to make it feel like it was built here, with a local insight strong enough to survive contact with a Sri Lankan audience’s own sense of humour.
The Insight
“In Sri Lanka, getting close to someone never happens quietly. It happens in front of the whole batch group chat.”
The real barrier isn’t attraction, it’s what happens the second someone notices
02
The Strategy
Pillar 01
Own the Teasing
“Close Ah?” turns the group-chat callout into the punchline people are proud of. The teasing that usually makes someone deny a crush becomes the thing they own.
Pillar 02
Instagram: Narrative Core
Hero Reels with a full comedic arc (45–60 sec), plus UGC prompts, meme templates and 8–12 local micro-influencers briefed to bring their own story, not perform a script.
Pillar 03
TikTok: Trend Engine
Jump-cut, deadpan 20–30 sec cuts built on an original “close ah?” audio hook and #CloseAh. 15–20 native creators seed it organically in teaser week, before the brand reveal.
Pillar 04
Facebook: Family Reach
Calmer 30–45 sec native cuts and a “tag the family member who exposed you” prompt, carrying the story to the older audience the joke is actually about.
03
The Mockups
04
The Rollout
Week 1 — Teaser
15–20 TikTok creators post organic “close ah?” moments with no brand tags; the audio is seeded early. Instagram runs creator seeding, Facebook stays quiet while assets are prepped.
Weeks 2–3 — Launch & Amplify
Hero Reel drops and the brand identity is revealed; #CloseAh goes live on TikTok as the challenge mechanic peaks. Facebook becomes the campaign hub with the reformatted hero cut.
Week 4 — Sustain
Best-performing content reformatted and lightly boosted across all three platforms; community management only, no new production.
Team & Timing
· Strategist (me)
· Creative team for hero Reel and TikTok cuts
· Influencer lead for creator seeding
· Community manager across all three platforms
Timing: a 4-week phased launch scheduled outside major exam periods, so the target audience actually has the attention and social bandwidth to engage.
Paid Layer
Meta Ads targeting 25–45 on Facebook, shared infrastructure with Instagram; TikTok and Reels boosted only once a piece proves itself organically, organic proves the creative, paid scales it.
05
The Projected Impact
Illustrative projections, modelled on comparable FMCG social launches in Sri Lanka — not confirmed data. Benchmarked against a 2–3% category average engagement rate.
3.5–5M
projected combined Instagram Reels and TikTok views
6–9%
projected engagement rate vs. the 2–3% category average
500+
projected UGC duets and stitches from the #CloseAh mechanic
50K+
projected shares and DM sends, the real distribution engine
This is how I’d claim “confidence to get close” for Sri Lanka.
One of the campaigns I’ve built to show exactly how I think. Let’s talk about what this could look like for your brand.
Let’s Talk →