The campaign implementation had two phases: The first one was to find the best daughters who live far away (Germany, Singapore…) from their mothers and trick them, with the help of the fathers to go to the cinema one special day. Before the film started, began a video where the daughters talked about their mums and how much they missed her. They felt touched and surprised.

The second phase consisted on maximize this content thought the target. The media selected was social media because the engagement and the possibility to make it viral on Facebook or YouTube.

The campaign was truly a success, achieving the main goal of engaging during Mother’s day weekend. Almost 500.000 views of the video, 2.000 likes on Facebook, 190 tweets and 11 post on affinity blogs. It is important to consider that media budget included just YouTube and Facebook actions; rest of visibility was natural and viral.