Surf Philippines: Driving Surf Antibac relevance during the pandemic

Loren Saguil, Stacey Gudani

Surf, a laundry detergent brand, increased the click-through rate and view rates in the Philippines for adverts championing their anti-bacterial detergent by using AI technology to target ads to consumers.

Campaign details

Brand: Surf Brand owner: Unilever Entrant company: MindshareIdea creation: Mindshare Taguig Market: Philippines Sector: Laundry products Media channels: Mobile & apps, Websites & microsites, Online video, Social media, Television & Connected TV, Radio & audio Budget: Up to 500k

Executive summary

Surf, being the most accessible choice for customers in the laundry category, capitalised on a growing need in the Philippine market for a quality product at an affordable price. To do this, It launched its antibacterial variant in a record time...

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