The strategic solution was to come up with a character. We created a Colombian named Juan Miguel Cure. Juan Miguel woke up on the 23rd of February with a rather remarkable idea. He created a Fan Page in Facebook called “Giving away everything I have in my house”, and for an entire week he uploaded videos and photos to show off everything he had to give away: his fridge, TV, the oven, his bed, doors, windows and even his floor!On March 3rd, Juan Miguel opened his home to hundreds of Colombians ready to walk away with something from his house. When his house was completely emptied, Juan explained to the country that he had given everything away because Homecenter’s Home Improvement Season had come around; the best excuse for re-doing your house at the lowest prices.

•“The man who gave everything away” turned out to be a successful digital campaign with 11,914 fans in a single week.•There was an average of 2 new fans every 6 minutes, who watched Juan Cure ads a total of 348,675 times.•Homecenter increased its sales by 54% compared to its 2010 Home Improvement Season.