Increase Brand Awareness for Surf Using Real-Time Weather Data

Surf, a leading laundry detergent brand known for its superior fragrance and cleaning efficiency, faced intense competition in the Vietnamese market. To stand out and connect with consumers amidst a post-pandemic economic shift, Surf collaborated with Mindshare to increase its market share and brand awareness in the Mekong Delta through a dynamic and innovative campaign. 

Campaign focused on rural women aged 25-45, for whom laundry is a significant task influenced by weather conditions. By leveraging real-time weather data through ADBRO's high-impact marketing channel, the campaign dynamically tailored ads based on current weather conditions, enhancing relevance and engagement. The campaign featured dynamic, weather-responsive visuals, programmatic display, and shoppable carousels.

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