Case Study: If Agency on transforming a laundry brands social media strategy with influencer collaborations and content
Surcare was known for its laundry products specifically formulated for those with skin allergies – the complete Surcare range has received the Allergy UK Seal of Approval. Broadening the brand positioning to include all skin sensitivities and appealing to more mainstream audiences who are motivated by “free from” references was identified as a route to increase market share and sales.
If Agency was brought on to undertake a repositioning and rebranding project to ensure that Surcare still appealed to the core allergy audience whilst also establishing relevance to new, more mainstream audiences. If Agency’s research and planning process developed a strategy to increase Surcare brand awareness with a new look Surcare brand launched in 2020.
We identified and defined the audiences for whom skin sensitivities were most prevalent – young families being the most significant. Content segmentation ensured that the campaign resonated with key sub-sets including ‘mums-to-be’, ‘new mums’, ‘toddler mums’ and ‘mums with two or more young children’.
Digital content and social media are the go-to media platforms for our family audiences. Amongst the highest valued information in their purchasing decisions are the opinions of peers. Harnessing the power of this influence by leveraging how others think, feel and benefit from Surcare products was identified as the best route to fulfil the audience need for peer endorsement.
We rolled out the redesigned brand look across the product packaging, POS and all of Surcare’s owned media. The crucial next stage of the rebrand involved getting the products in the hands of real families as well as increasing brand awareness to reach a wider audience.
To help reach the UK families audience If Agency developed a social media influencer and content creator marketing campaign working with influencers and creators who understand how worrying allergies and skin conditions can be, especially when it comes to children.
The team worked with brand aligned content creators to film authentic real life video content of a day in the busy lives of a mum to be, toddler and established families. The If team then used the video footage to create authentic family social content which was supported by paid media to reach a wider audience.
If also developed a dedicated section of the brand website aimed at family audiences. Content included:
- Educational pieces produced in collaboration with a doctor
- Surcare user experience case studies
- Hosting Instagram Lives to inform, inspire, and engage.
All content was created under the new branding and promoted across all social media channels. This worked to raise awareness of the brand and create a spike in interest for the products, in turn driving engagement and sales across this new audience.
The If team created organic social content, including hosting Instagram Live with a medical doctor, oversaw the management of the brand's community as well as running social media ads on Facebook, Instagram and Pinterest.
The cross-channel campaign helped to grow Surcare’s brand awareness, social media followings, promoted consumer advocacy and encouraged sales. These actions also positively impacted the brand's increase in social media mentions and post engagements.
- Over 6 million impressions delivered
- Reaching over 5 million people in the UK
- Over 600k video views
- Over 100 pieces of personal experience content published on Instagram
- 17k organic views Instagram Live
Jenny Clink, Head of Product Marketing for Surcare at McBride Plc, said: “The outreach activity has really placed Surcare in the family consumers’ minds when it comes to sensitive skin and allergies. The video content produced through collaborations are fantastic, aligned to our brand and evergreen for future use. The If team managed the whole project from concept to creation to promotion seamlessly.”
Claire Lancaster, Head of Social Media at If Agency commented: “The campaign has stimulated much-needed online conversations with parents helping other parents. We knew the products helped those with skin sensitives in the household and needed authentic customer voices for this to be believed. For a household laundry product to be receiving unprompted before and after photos of babies and to be tagged in spontaneous recommendations through social channels is an incredible demonstration of consumer trust. Over and above all the campaign KPI’s, the brand trust that has been established for Surcare is the outcome of this campaign we are most proud of at If Agency.”