Surf ‘Small and Mighty’
Client: Unilever
Brand: Surf
Discipline(s): Direct & data, Digital
Campaign Date: July 2006
In a promiscuous category, Surf’s main challenge was to create loyalty by developing ongoing communication with its consumers. We developed a DM programme supported by a strong data strategy to help refine our targeting and achieve higher redemption rates with each communication. Initial results indicate a not-so-small 6% increase in Surf Small & Mighty penetration and a redemption rate of 13.8%.
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Direct Mail 1
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Direct Mail 2
