Unilever - Surf: Surf's up! Unlocking Rural Areas in Vietnam Through Hyper-location Mobile Targeting and Experiential Activations

This case study details how Surf, a fabric cleaning brand, partnered with Vietnamese social site Zalo to launch a disruptive perfume variant which would win back consumers.

Campaign details

Brand: Unilever - SurfLead agency: Mindshare VietnamRegion: APAC

Objective

Surf operates in a low price segment in the fabric cleaning category in Vietnam. This segment is highly cluttered & competitive with many brands gaining shares through low pricing and below the line tactical promotion on the brand. The media spend for this segment is very minimal due to margin pressures. Also, most of the brands operate in the same space, superior cleaning & freshness fragrances, leading to no differentiation in the proposition. Consumers in this segment are very price sensitive and lack loyalty...

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