Surf: Live streamer collaboration – from one wise Mom to another

Surf, a laundry detergent brand, partnered with streaming platform KUMU and content creators to cleverly utilise the concept of thrift shopping in support of local sellers, enhance online visibility, and genuinely connect to Filipina mums.

Campaign details

Agency: Mindshare PhilippinesRegion: APAC

Strategy

Objective

These strategic objectives are to be achieved by harnessing the power of social entertainment through live streaming, and cleverly utilizing the concept of thrift shopping to communicate the advantages of its best-ever formulation effectively.

A heritage brand with a long history, Surf is breaking the cycle of traditional ads and in-store promotions. To enhance online visibility beyond usual methods, Surf targets the rising trend of social entertainment, particularly among Filipina moms who spend around 4.7 hours online. The goal is to genuinely connect by embracing this shift and exploring...

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