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.

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.