Lowe Philippines unveils two digital campaigns for the Surf laundry franchise

Lowe Philippines has launched two digital projects for Surf, across both fabric conditioning and fabric cleansing lines.

The Surf Fabric Conditioner Aromatherapy line’s launch in August was accompanied by Lowe’s “Me O’Clock ni Mommy” Facebook campaign. The work aimed to create a strong emotional connection between brand and online community, encouraging hardworking mothers to take some time off for themselves and share their experiences with other moms. A simple app let moms post and decorate their pictures on the Surf Facebook page, and express how they like to spend their “me time.” The app gives each image a mood to correspond with the Aromatherapy variants.

Me O’Clock ni Mommy follows Lowe Philippines’ May launch of “Flores for me” (Flowers for Me) for Surf Laundry Detergent’s new floral variants. The campaign encouraged Facebook users to nominate mothers for a personal serenade by heartthrob Filipino celebrity Xian Lim. The nomination component was supported by customized online promotions, and on-ground activations for Philippines’ Mothers Day.

Leigh Reyes, President and CCO, Lowe Philippines explains, “Filipino moms use Facebook to relax. They have super-busy days and don’t have much time. Our challenge was to create digital activation for Surf that was simple, engaging, and gave something back to moms. We were pleased to see that Surf Philippines’ Facebook page rose to number three in the countrywide engagement rankings in September on the heels of these efforts.*”

Credits- Me O’Clock  in Mommy – Executive Office: Leigh Reyes. Accounts: Mike Trillana, Peachy Tamayo, Melissa Tomas. Creatives: Joel Banzil, Sonia Pascual, Rommel Aboy Creative Tech: Noel Perlas, Nat Torres. Flores for you – Executive Office: Leigh Reyes. Accounts: Mike Trillana, Peachy Tamayo, Trina Nadela. Creatives: Abi Aquino, Nikki Pacqueo, John Pabalan Creative Tech: Noel Perlas, Nat Torres, Chris Bautista.