Cannes Lions
F.BIZ, Sao Paulo / UNILEVER / 2016
Overview
Entries
Credits
Description
We created a plug-in that acts as an ad block. Now, instead of being hounded by
ads (retargeting), mothers will be followed by pictures of their baby. To use it, one
had to simply access the campaign's landing page and install the Mommy Ad me
tool in the browser. Then, all they had to do was to upload their baby's photo. The
image will then replace the banner ads and "follow" mom online on their favorite
web pages. Changing not only the way that mothers surf the web, but how they feel
as they access each web page.
Execution
Posts sponsored by Facebook activated the campaign at national level. Impacted
mothers accessed the campaign's site and downloaded the add-on.. On uploading
the photo, they had two format options: landscape or portrait, that way the
pictures could fit to the existing banner formats.
Additionally, a mapping of the target's most visited sites was also done, that way,
mothers had yet another reason to re-visit their favorite web pages.
Outcome
The idea went viral amongst mums on the internet with the campaign’s landing page being accessed more than 2 million times. There were 250 thousand shares on Facebook, 1.5 million mothers impacted and 750 thousand photos uploaded. A result that not only caused babies to be closer to their mums, but allowed Baby Dove to be closer too.
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