Case study: How Surf engaged with busy mothers

Background
Filipino mothers use Facebook to relax. They have super-busy days and don't have much time. Surf wanted to engage and give something back to the hardworking mums.

Aim
Surf aimed to create a strong emotional connection between the brand and the online community of  mothers, creating digital activation that was simple, engaging and gave something back to mums.

Executions
The Facebook campaigns were launched across both fabric conditioning and fabric cleansing lines.

The May 2012 launch of Surf Laundry Detergent’s new floral variants was accompanied by the campaign ‘Flores for me’ (Flowers for Me). This campaign encouraged Facebook users to nominate mothers for a personal serenade by heartthrob Filipino celebrity Xian Lim. The nomination component was supported by customised online promotions, and on-ground activations for the Philippines’ Mothers Day on 13 May.

In August, the Surf Fabric Conditioner Aromatherapy line's launch was complemented by ‘Me O'Clock ni Mommy’ Facebook campaign. The work encouraged hardworking mothers to take some time for themselves and share their experiences with other mothers. A simple app allowed mothers to post and decorate their pictures on the Surf Facebook page, and express how they like to spend their "me time”. The app gave each image a mood to correspond with the Aromatherapy variants.

Results
The ‘Me O’Clock ni Mommy’ campaign increased the total Surf Facebook fan base by 20 per cent in two weeks. Surf Philippines' Facebook page rose to number three in socialbakers.com’s countrywide engagement rankings in September, on the heels of the combined campaigns.