IF.’s recent ‘Matchday Whites’ campaign, focused on Wimbledon, took sensitive laundry brand Surcare player sponsorship as a platform to educate consumers that being kind to your skin doesn’t have to mean compromising on your whites.
The result was a triple KPI win, with the brand smashing brand awareness, customer engagement and site visit targets. Unique reach hit 3.5m in two weeks, sharing and commenting were way above industry standard and site visits were more than 3 times the already high targets which had been set.
IF. Creative Director Jo Whiteley commented: “I usually show a blatant disregard for rules. Not so much this time, Wimbledon’s rigid ‘guidelines’ were the inspiration for the concept, providing a rich vain for creativity. Our multi-layered, multi-channel mix of entertaining UGC, reactive and ‘live’ content (plus a team of incredibly talented creative and strategic thinkers) took us all the way to centre court. Great fun usually results in outstanding performance and this was no exception.
“This campaign is more than just a win; it’s a celebration of our brand’s gentle yet powerful performance. We’re thrilled with the results, we had a finite budget, a limited timeframe and some challenging KPI’s, IF. saw the true value in this opportunity and pulled out all the stops.”
