There are not many brands in Brazil investing on Branded Entertainment yet. When they do, usually it is merchandising in local soap operas and TV shows, but they're quite invasive and without any link with the content narrative. For that reasons, they do not create value for brands or become relevant to its consumers.The few successful Branded Entertainment initiatives in Brazil are not linked to content that already exists, so the brand must invest a huge amount of money in media to create awareness of their Branded Entertainment initiatives.

Our challenge was enormous. We needed to change the bad habit the children have of only washing their hands when they’re visibly dirty. We also needed to create awareness for parents who don’t ask their kids to wash their hands after going to the toilet, or before eating.In partnership with the Galinha Pintadinha character creators, we wrote a song about how important it is to wash hands during the day. Galinha Pintadinha is a tremendous success in Brazil, and became a huge hit delivering educational content for kids. Our goal was to take advantage of it to communicate our message.

We had a very limited budget for Lifebuoy brand, and it wasn't enough for investing on both media and content production. We decided to invest the budget on an already well-known character to kids, and use their own YouTube Brand channel to deliver our message: the importance of washing hands.

In less than 7 months, the ‘Wash your hand’ video had more than 9.2m views. The video continues growing until now – which proves a consistency in the building of awareness for our message, and showing that it is not just a casual hit.

We got more than 8,500 ‘likes’ in the video, and received dozens of user generated videos from proud moms of their kids singing along and washing their hands.The internet wasn't big enough to our success: the Galinha Pintadinha creators decided to include our song in the new edition of the characters DVD - a best seller in Brazil - because of its success with kids.

The music also became a part of the Galinha Pintadinha musical show. They are traveling all over the country amusing children, and spreading the significance of washing hands.These results converted into business results for Lifebuoy, Brazil: despite investing 3x less money in media against its main competitor, Lifebuoy gained 2x more market share.Have you already washed your hands today?