Is brand activation worth it? Surcare thinks so after IF. campaign draws 1.7m TikTok views

Brand communications agency IF. is behind the new brand activation campaign for niche detergent brand Surcare.

IF. was briefed to trial what ‘investment in brand activation’ looks like, and whether it’s worth it.

Starting from a low base of awareness and social engagement the challenge was a significant one. After just 6 months of brand led campaigns, triggered by organic content, influencers, and a boosting budget, the brand has seen a whopping 98% YoY organic search uplift, mammoth spikes in social performance, from hitting 1.7m views on TikTok to reviving a dead Instagram account to a 530% increase in reach and “conquering that beast of an algorithm.”

IF. director digital and social, Laura Selby, said:

“Picking up elements of the Surcare brand story and using them to shape content allowed us to tap into social media trends to reach target customer groups across Meta and TikTok, resulting in an increase in brand awareness, evident in increase in online search and new users discovering Surcare onsite.”

Jenny Clink, head of product marketing, surcare added:

“We asked the question ‘is brand activation worth the investment?’ The answer came back a resounding yes. The results speak for themselves. We’ve seen 280% more engagement than similar niche brands, 98% increase in engagement YoY and 1.7 million views on TikTok on a brand new account. IF. are exactly what we want from an agency – they understand brand and they understand digital that combination has been vital to the success of this campaign.”