Camilo and Fabiola (main fictional characters) are unique and special. They represent every home in Colombia and the love we have for the people that help in our houses. They are like moms to us.

Fab build their communication talking to moms, this time we talked to young adults and a new generation of moms that where raised Fabiolitas.

House maids are part of the family in Colombia, and one of the most trusted voices when it comes down to the purchase of Household goods.

The series has 18 episodes.

We release one weekly video.

Fab is always present on the series. Soap and stains.

Filter and organized the top 16 stains searched on Google.

We created 1 How To episode for every top stain.

We partnered up with Google and they help us gather the data. We manually organized and curated the searches to identify the stains that the audience already was searching for to be their best solution on video.

A web series about the dream of two unknown Youtubers that wanted to help the audience to remove stains and become famous in the process.

People actually enjoyed and watched the content about soap and stains because they were looking for it. We stopped being and interruption on what people was watching and became that content thanks to data.

+63% VTR.

-50% CPV.

80% average viewed time in every video.

+16 Million views

+4000 comments

Fab sales in increase in +16% (these number was delivered by Unilever).

• Data gathering:

We analyze more than 23.000 google searches on how to remove stains and identified the 16 more searched and turned them into How-To videos.

We partnered up with Google and they help us gather the data. We manually organized and curated the searches to identify the stains that the audience already was searching for to be their best solution on video.

The most searched stains where:

1. Wine

2. Ketchup

3. Blood

4. Deodorant

5. Ink

6. Coffee

7. Make Up

8. Water paint

9. Chocolate

10. Strawberry

11. Ice Cream

12. Grease

13. Tea

14. Oil

15. Grass

• Targeting

People searching How To remove stains on Google.

• Relevance

YouTube is the perfect place to find and watch tutorials.

• Situation:

Monthly there are more than 23.000 Google searches on how to remove stains and no brand was responding to those searches on video.

People are getting used to search for the things they need and find the perfect solutions in the right moment.

This us called Micro Moments. Delivering relevant content in the exact moment when the audience needed it.

• Brief:

Help FAB to become the ideal solution for stains when the audience was searching for options.

• Objectives

Create relevant content about stains and win the How-To territory