Surf School of Shine

Surf, a detergent brand, launched a campaign called Surfshine offering career advice for South African women to increase brand loyalty and sales.

Campaign details

Brand: UnileverLead agency: LiquoriceRegion: EMEA

Objectives

  • Fill the gap in the market of career advice for South African women
  • Link this closely to the Surf brand's 'reason for being'
  • Generate loyalty for the content and the brand
  • Increase brand product sales through this loyalty

Target audience

  • South African
  • Female
  • Ages 20 - 34
  • LSM B & C

Creative strategy

  • TV commercial with a dedicated digital call to action for mobile second screen users
  • Mobile optimised social content on Facebook and Twitter
  • Mobile optimised paid search campaign with 'voice search terms'
  • Mobile first display...

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