Campaign details

Brand: Surf
Lead Agency: Digitas Liquorice
Region: EMEA

Strategy

Objective

The laundry detergent you buy often varies depending on price, so any loyalty to a specific brand we can encourage should grow and maintain brand share. Unilever and Surf's global consumer research shows that an effective CSI campaign, closely linked to the brand's 'reason for being', will increase consumer loyalty and increase sales.

Surf has always stood for 'Confidence' – 'The Confidence to Shine Brightly in your clothes'. Surf's CSI campaign develops the area of 'Confidence' further to participate in the space of 'Career Confidence for Women'.

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 campaign
  • Innovative digital billboard with dedicated digital call to action for mobile second screen users
  • Job stunt adverts on Indeed and Gumtree
  • A series of YouTube videos
Context