In less than five months our video achieved more than 7.5 million views on YouTube. Growth remains constant even months after the release of the video, which shows that its success is consistent and not just a temporary hit.Our success went beyond the Internet: the producers of the Spotted Hen included our song in the 3rd edition of their DVD due to the huge success.These results turned into business for Lifebuoy in Brazil: even with three times less investment in media, the brand won twice the market share of its main competitor without having to reduce its price.

Our solution was to combine the habit that children have of watching cartoons over and over (parents know what this means!) with a successful character that was not yet associated with any other brand to establish our message and introduce this not-such-a -fun habit in the routine of children and parents.

We went after the producers of the Spotted Hen, a YouTube video channel that is a great hit with kids. The videos of the channel use simple animations, with charismatic characters and old children songs and that was already a great success. Our proposal was to use the power of that channel and of its characters to teach in a fun way, children to wash their hands and take advantage of its success to increase the audience.

Despite being a more than 100 year-old brand, and the best-selling product in the world, Lifebuoy was a new brand in Brazil and the scenario was pretty aggressive, with a consolidated and comprehensive awareness and a leading competitor entering simultaneously with a much more aggressive budget.A survey commissioned by the brand showed that our target audience, children, did not have the habit of washing their hands often, and that parents, the shoppers of products, do not insist that they do so.Our insight was to find a way to educate both children and parents about the importance of washing hands, playful enough to entertain the child and informative enough to become an ally to parents. The benefits for the brand were clear: more children and parents aware of the importance of washing hands, more sales.