Case Study: Surf reaches a multicultural consumer base with MediaWorx's customer-specific radio program

Surf reaches multicultural consumers with MediaWorx through a 17-retailer radio launch

MediaWorx assisted Surf, a value powder detergent brand, in launching a new liquid detergent variant to reach a large and multi-cultural consumer base. The challenge was to secure new retail distribution while effectively targeting Surf's core demographic, which included a high-Hispanic purchase rate audience alongside a significant general market consumer base.

The solution implemented by MediaWorx was a customer-specific radio program using a split-market demographic strategy. This approach targeted high-purchase-rate Hispanic audiences and general market consumers in key regions. The campaign was a success, resulting in 17 retail customers across grocery, club, and dollar store channels participating in the media launch program.

Surf