Surfshark VPN

Surfshark wanted to launch a series of global campaigns to achieve several goals:

Goals

Determine optimal benchmarks for CR, CTR, CPO, ROAS, and other metrics;

Identify top-performing influencers in different categories and locations;

Increase the number of subscriptions worldwide.

The Solution

To achieve these goals, we partnered with influencers on YouTube and Twitch and used three formats: integrations, live streams, and YouTube shorts. The variety of content formats helped us showcase the benefits of Surfshark's solution and appeal to the audience.

After we aligned on the approach and the campaign's message, our team took ownership of the campaign development and management. We created detailed briefs for influencers to ensure everyone was on the same page.

Since the campaign had a rather specific and sales-oriented goal, we divided it into four stages and scaled it gradually by adding new categories and locations. Through rigorous testing, creativity, and consistent tweaks and improvements, we found what formats and categories worked best for the client. Overall, we tested over 65 categories and subcategories to determine optimal benchmarks and find top-performing influencers who could deliver the expected results.