Fab Ultra Flash

Context FAB launched its new UltraFlash detergent platform, accompanied by a revamped portfolio featuring innovative bio-enzyme technology and fragrance capsules.

The brand's message aimed to break the paradigm of laundry as a tedious, slow process by showcasing that with FAB UltraFlash, achieving impeccable cleanliness is quick and easy, without the need for soaking or scrubbing by hand.

The campaign, which ran from October to December 2023, sought to capture the attention of a young audience via TikTok, leveraging the platform’s unique features to drive brand recognition and consideration.

Objective

The challenge was to position FAB UltraFlash as a modern, technological solution for laundry, emphasizing its effortless cleaning power. The strategy placed content creators at the forefront, demonstrating to the audience how this product simplifies the washing process for all household members, from young people to new "home managers," a demographic that approaches household management in a modern way.

Solution

To reach a connected and young audience, FAB implemented a TikTok marketing strategy using formats such as TopView, In-Feed Ads, and Top Feed. Creators like @RubiGol and @PatasPeludas participated in the content, testing the detergent in fun scenarios: getting messy while cooking and then washing with FAB, showcasing how stains disappeared effortlessly.

The campaign adopted a nostalgic and culturally relevant approach, reviving FAB’s iconic 90s commercial, "Mom, Federico is bothering me", with a modern twist that included the creator’s pet. This type of organic content resonated strongly with the audience, and thanks to its significant traction, it was further boosted to maximize reach.

Results

The campaign exceeded expectations, surpassing its planned reach. While the initial goal was to reach 10,280,000 people, it achieved 14,924,266 views, exceeding the initial objective by 45%.Additionally, a Brand Lift Study revealed that TikTok was fundamental in achieving brand objectives:

• FAB UltraFlash increased brand recall by 16 points among 18 to 24-year-olds, achieving 60% more than the initial target (+10 points).

• 25% of people remembered seeing content related to FAB UltraFlash.

• The brand achieved a clear association with innovation and technology, with a +2.1% increase in the perception of these attributes among the TikTok audience.

Finally, the gap against its main competitor narrowed to a single digit, reaching its lowest point of the year.

This case highlights the power of TikTok as a platform to engage audiences who find brand value propositions relevant, in a highly efficient way. FAB’s successful campaign, combined with TikTok’s features, transformed brand perception and delivered significant results in reach, recognition, and sales.4o