Surf
The UK population has been extremely unsettled as a result of the COVID challenges weighing heavily on everyone's lives. Surf needed an endorser to cheer up the nation and share their fun and cheeky personality to showcase Surf's meaning by demonstrating a more enjoyable approach to laundry than other brands. In 2022, there was one clear ambassador to help us drive brand fame: the iconic Gemma Collins. The GC embodies the Perf with Surf brand statement: despite the sticky situations she finds herself in, everything’s always ok, hun.
Surf: Dirty Laundry with Gemma Collins
Strategy:
Surf over indexes with D&E consumers. They are primarily a pre-family audience who live busy lives on a limited budget. They are vivacious and fun-loving, with a positive attitude to life. However, with an ever-increasing cost-of-living crisis, Surf Communications had a role to play to bring small moments of uplift to our consumer’s stressful lives.
Planning:
Across a six-month partnership with Global Radio, Surf collected and helped solve the UK’s dirty laundry. How? Through a bespoke monthly micro-show, hosted by Surf’s ambassador, Gemma Collins.
The GC took on the role of agony aunt, resolving a variety of issues for our Surfie audience, helping to make everything ‘perf with Surf’!
In addition to the bespoke micro-show Surf sponsored Heart’s mid-morning show with Pandora Christie the second highest reaching show on Heart outside of Breakfast The sponsorship has enabled Surf to drive maximum reach across the six-month partnership.
Results:
Recover Surf’s Meaning and Difference Scores
- We’ve seen movements in all power metrics quarter on quarter: meaningful +2, difference +4 and salience +4.
- Our affinity scores have increased, and we’ve seen significant increases in unique and dynamic showing that our cut-through ads and cheeky tone of voice are setting Surf apart from our competitors.
Drive Brand Power
- Surf’s brand power has significantly increased and is now at the highest level since 2018. Our brand power gap vs Bold has doubled and now stands at 157bps.
On TikTok, Surf exceeded all benchmarks for both video placements. Both VTR and CTR benchmarks were surpassed at 6.16%.