Background

Surf Fabcon is one of the key players in the fabric conditioner space in the Philippines. However, it places as a far second to another brand which takes up 70% of the market. With such a huge gap, Surf Fabcon needs to find spaces where it can differentiate itself and stand out. The business objective for this campaign are as follows: • +5% increase in total brand market share • +15% increase for its Core variant, Blossom Fresh, and a +10% increase for its Antibacterial variant, a relevant product during the pandemic The campaign’s goal was to raise awareness and relevance of Surf Fabcon’s Blossom Fresh and provide an opportunity to highlight its Sun Bloom technology that enables clothes to become more fragrant under the sun’s heat. It also aims to raise awareness and relevance of the Antibacterial variant and showcase its 24-hour antibacterial protection and fragrance.

Describe the creative idea

USUAL PURCHASES FROM SMALL-SCALE NEIGHBORHOOD STORES AND LOCAL GROCERIES SHIFTED TO ONLINE Prior to the pandemic, most of Surf Fabcon’s key audience, females aged 25 to 54 who are considered a “Wais Mom” (“Wise Mom”), prefer to buy their laundry products onground, in grocery stores, or neighborhood mom-and-pop stores. However, as the pandemic limited mobility, she had to look for alternative ways to purchase her usual home essentials. And while traditional media consumption is still high, her mobile consumption has increased significantly during the pandemic by +11% since the beginning of the pandemic, and online purchasing also increasing. EASY ACCESS TO PRODUCTS AND PURCHASE IS KEY TO THESE BUSY MOMS Recognizing the increased mobile consumption and growth in online shopping, Surf had to cement its presence on online channels and provide moms with better accessibility to purchase the product, knowing she is stuck at home looking for alternative shopping methods.

Describe the strategy

Surf wanted to provide moms the convenience of purchasing laundry products through her mobile. The brand leveraged partner’s Instant Shoppable Media Solution, looking at two key factors: 1. Craft a unique and creative way to communicate Surf Fabric Conditioner’s key product benefits 2. Create a seamless ad experience with a convenient buyer journey to conversion SEAMLESS AD EXPERIENCE AND BUYER JOURNEY The solution was key in a variety of aspects: • Removed the inconvenience of waiting to be redirected to the e-commerce site to view the product details, creating a seamless ad experience and buyer journey • Decreased drop off rates and kept users engaged, minimizing distractions • Provided end-to-end attribution, understanding how the campaign performed and measure impact. The seamless ad experience together with the execution’s interactivity produced positive results that maximized clicks and conversions.

Describe the execution

A mobile strategy using state-of-the-art dynamic rich media ad units was deployed based on the benefit of each: • The Blossom Fresh ad unit, communicating longer-lasting fragrance, shows users with sun bloom technology messaging with weather and temperature forecasts that changes between nighttime and daytime. • The Antibacterial ad unit, addressing the need for germ-free cleanliness, shows users with an interactive creative wherein they can rotate the clock hand, communicating 24-hr fragrance and germ protection. The solution helped drive impulse purchase of the products: • At the end card, users had the option to hit the buy now CTA, wherein they were directed to the Surf product page to view its price and availability in real-time, all within the same ad unit. • The user could immediately buy the product by selecting the e-commerce platform and proceeding to check out.

List the results

The campaign was able to reach the target goals and objectives by the end of its run: • Achieved 16.8 million impressions • Each ad unit secured a CTR of 0.74% (Blossom Fresh) and 0.92% (Antibacterial), exceeding CTR benchmark of 0.7%* (Based on the industry average) • Drove more than 3,000+ instant conversions for both ad units (7% higher than benchmark) • Witnessed engagement from more than 140,000+ users (6% higher than benchmark) This execution was able to fill in the gap for targeting mobile app users, it presented an opportunity for enhanced mobile executions in the future, amplified by the learnings gathered from this campaign.