The brief asked to launch the new digital platform and, overall, the brand positioning, close to mother’s everyday life, turning the claim “Can I help you, mom?” into something real.

We carried out a research on those topics with IPSOS and we understood that in a mothers’ life a little help can truly make a big difference.

So we filmed a social experiment, with a strongly emotional tone of voice, to create awareness and call people to action.

One of the key points for the success of the campaign was to earn media and deliver our message to the target through social media, online magazines, blogs and thematic websites.

At first, we filmed a social experiment, thanks to the complicity of mothers’ husbands and families.

We invited real moms to a fake casting for a documentary about “working mothers”.

At the “reading test” moment, unexpectedly, we delivered them a very personal letter and we let their emotions do the rest.

Then we published the video on Facebook and YouTube brand’s pages, the same day the campaign platform went online.

From the beginning, our intent was to use the emotional strength of the video to earn media, drive people to the website and deliver our message.

Thanks to the operation, the new positioning reached its target and the brand set the stage for a deep bond with the audience.

Moms found the social experiment true and emotional, loving the sincere support that the brand wanted to grant to mothers.

The media impressions have passed 38.000.000 (over 22.000.000 in our target audience).

Magazines and Blogs talked about the film like a new way to communicate and in occasion of the Woman’s Day a cut down version was broadcasted on national TV Channels.

The film online has over 12.000.000 views, with the total “time watched” that exceeded 18 years. It was the best Italian video of the YouTube’s “February Leaderboards”.

The website traffic increased by 978%.