SURF Rwandan Beauty: Launching a jewellery brand with purpose

Will Goodhand, Emanuela Recalcati

This case study shows how SURF, a Rwandan Survivors' Fund charity, was able to increase sales and brand awareness through a highly targeted and data-optimised pro-bono campaign in the UK.

Campaign details

Brand: SURF Rwandan BeautyBrand Owner: Survivors Fund SURFLead Agency: Kantar TNS, XaxisContributing Agency: Lightspeed Country: United KingdomIndustries: Luxury clothing & accessories, Personal accessoriesMedia Channels: Online display, Programmatic displayBudget: Up to 500k

Executive Summary

The campaign had a very clear purpose: to launch the Rwandan Beauty range of jewellery – a brand and product devised with the sole purpose of aiding the genocide widows of Rwanda.

The launch campaign was therefore devised to drive engagement and brand awareness regarding Rwandan genocide survivors' charity, SURF;...

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