A BRILLIANT IDEA by Initiative for Cif

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A BRILLIANT IDEA

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Industry Cleaning Products, Detergents & Wood protectors
Media Promo & PR, Case study
Market Argentina
Agency Initiative
Released August 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: UNILEVER
Product/Service: CIF
Date of First Appearance: Aug 9 2010
Entrant Company: INITIATIVE, Buenos Aires, ARGENTINA
Digital Manger Latin America: Juan Manuel Chada (Initiative)
Senior Planner: Miriam Rossi (Initiative)
Media Manager: Pablo Rada (Unilever)
Integrated Channel Planning Director Latam: Gaston Mancuso (Initiative)
Account Director: Alejandra Miranda (Initiative)
Brand Manager: Mercedes Kaminker (Unilever)
Media Planner: Agustina Geronimo (Unilever)
Junior Planner: Gustavo Cosentino (Initiative)
Digital Director: Ana Ines Martins (Initiative)
Media placement: Digital Strategy - Facebook, Twitter, Youtube, Yahoo Answer, Blogs, Etc. - August 2010

Insights, Strategy & the Idea
CIF Cleaning credentials for bathroom and Kitchen are established within consumer´s mind. But the migration to more convenient formats such as Triggers, make the cream less and less relevant to consumers. However, CIF cream is the best solution for some kind of dirty objects that consumers are not aware of. But, when consumers hear about these new ways of usage, they get interested in trying the product. And they are even willing to pay more than before to buy CIF cream. It is essential to continue building awareness about the functional benefits of the brand, by communicating surprising new uses to a modern and multitasking woman, who takes care of her home and is constantly looking for new ideas to improve it and make it nicer. Consumer Insight: “When I see my things old and dirty, I feel they need a replacement or a product that make all my stuff look like new again”

Creative Execution
We developed a digital strategy to amplify 34 educational videos situated on CIF’s web page. The aim of those videos was to approach practical and concrete answers, including CIF on the users’ daily routine. Through a Community Manager we opened the dialog and the digital identity of CIF and we planted product uses on relevant context. We created discussions. Trough PR 2.0 activities we managed to index the brand on search results about specific cleaning topics. We started the dialog with the objective of maintaining it and broadening it in a long term. We created a community around cleanliness and practical uses in which CIF is part of the conversation. We flatted the brand. We created a community where CIF is part of the conversation and the users take part in CIF story.

Results and Effectiveness
We created a community around cleanliness and practical uses in which CIF is part of the conversation. Through a strategic use of the web, we achieved that the brand not only helps on the household chores, but also that the users with that achieved identity, share the different uses of the product. In the first 4 weeks, CIF achieved 1.500 fans on Facebook, 40.000 MAU (monthly active users, fans that interact with the brand, post comments and share brand´s content) and more than 12.000 video views on YouTube. CIF was the first advertiser on YouTube.com.ar achieving the 4th place on “the most viewed channel of the month.