Scaling Lookalike Audiences The desire of the brand was to reach a wider Filipino audience, and hence the brand first identified the moms aged between 25 to 54 years on InMobi Audiences based on advanced topographic-, technographic-, and demographic profiles. Surf then mapped similar profiles in the Philippines to create lookalike audiences, driving awareness and conversions at scale.

Driving Conversions with Two Instant Shoppable Ad Units As a part of the holistic approach in delivering superior consumer experiences, Surf set out to create two different ad units for each variant to drive user engagement and enable them an instantaneous shopping experience. The communication goals were different for each ad unit based tailored based on the benefits that each variant offered.

The Surf Anti-Bacterial ad unit addressed the need for all-round protection against germs by showing users an interactive rich-media creative which took over the user’s screen, maximizing the visual impact. To begin with, the first card of the ad unit showcased the message that germs can be anywhere and encouraged users to protect their clothes. The card showcased a clock and encouraged users to trace the dial clockwise to learn how the product helps them achieve 24-hour germ protection for their clothes. Once the user slides the dial round the clock, the ad shows the second card with the message, ‘get 24-hour germ protection and fragrance only with Surf antibacterial fabric conditioner’, enabled by the CTA ‘Buy Now.’ Once the user clicks on the CTA, the final card appears with the summary of the discounted price and availability of the product on the e-commerce website Shopee with an instant ‘Buy Now’ CTA.

The Blossom Fresh ad focused on long-lasting fragrance by showing users real-time temperature forecasts that changed depending on the time of day. Surf’s unique sun bloom technology enhances the fragrance of the conditioner even when the clothes are dried under the sun. Based on this technology, the first card of the ad unit displays the message ‘make your clothes smell great under the sun’ with a CTA ‘Know More.’

Once the user clicks on the CTA, the second card appears with the message ‘dry clothes under the sun for more fragrance’, with an offer to get a 15% discount on the purchase of two conditioners, followed by the CTA, ‘Buy Now.’ Upon clicking on the CTA, the user sees the summary of the discounted price and availability of the product on the e-commerce website Shopee with an instant ‘Buy Now’ CTA.

Upon clicking on the last ‘Buy Now’ CTA on either of the ad units, the user is redirected to the product page on the e-commerce website Shopee, where they can complete the purchase. The shoppable ad units enabled users to instantly purchase the product within the same ad unit, decreasing drop-off rates and enabling impulse purchases. Moreover, the instant shoppable solution also provided end-to-end attribution which helped the brand understand how the campaign performed and measure its true impact.