BRAND BACKGROUND

Surf is a brand of laundry detergent products that is so familiar to Vietnamese women. In Surf’s view of development direction point, this brand wants to consistently convey a positive perception that doing laundry is not a burden but a happiness in their family life. Surf want to share and act as a good assistant for them.

In the campaign launched in June 2021, Surf has built an entertaining campaign based on a deep insight of Vietnamese housewives. Surf lay their campaign on the topic of erratic weather launched with the name "Đại Chiến m Nhạc - Music Battle - Sáng nắng chiều mưa, trưa đố biết là gì?". The campaign has made a good use of entertaining KOLs such as Lam Vy Da, Do Duy Nam to name this headache along with cleverly embedding the strengths of product features such as stain-cleaning technology. With the ability to last a long time regardless of hot sun, humidity or wet rain, Surf proves to be an effective assistant of Vietnamese women in the battle against the impacts of bad weather.

ROLES OF KOLS

Launching new viral long-form video is not enough to evaluate a successful campaign, The A List and Surf also reached out to other famous KOLs beside Lam Vy Da and Do Duy Nam to share their reviews about the asset and product functional benefits as well as spreading out the message: despite any weather conditions, Surf is always confident to be the first choice of housewives in washing and keeping with its outstanding product features.

KOLs were chosen matching with this campaign as: Bao Thanh, Lan Phuong, Van Dung, Vo Hoang Yen, and Chị Cano - who are all hilarious and frequently interact with their fans on social channel. Moreover, to push social interactions at niche user groups, The A List also recommend to use pages/groups on Facebook and hot moms to gain the best viral effect.

RESULT

This is a successful campaign of Surf detergent and The A List when leaving a social media viral index score 0.77/1 measured by Buzzmetrics, over 1 million social interactions and more than 390k buzzes, excellently entering Top 5 BSI rankings in June - the month witnessed high competition among many brand campaigns.

Thanks to a methodical strategy of campaign, Surf laundry detergent product is getting more popular in the Vietnamese Northern market, achieving the requirements set for the brand's business ambition.