To keep Christmas illusion, we developed an extension for Google Chrome named “Inocencia”. As soon as it was downloaded, it would automatically be installed on the browser in order to answer children’s questions as if it were a normal browser. But when the search used words questioning Christmas, it would filter the answers that might end up with their illusion forever. To keep children safe from the truth we designed a communication strategy aimed exclusively at parents that consisted of a digital commercial, a website to download the extension, presence in social media networks and a final event with influencers to spark the debate in a social gathering format with key opinion leaders, a show cooking with influencers, three techie guru, food and families and Nuria Roca as the presenter.

- Social media content creation agreements with influencers such as Verdeliss, Balamoda, Beatriz Millán or Curly Azahara.

- Key opinion leaders diffusion and event’s participation agreements : Madresfera, Juan Llorca, Carolina Denia and Nuria Roca.

- Ideation, production and implementation of a 3 moments event: Discussions

(APP’s presentation), Christmas products testing, Showcooking by Juan Llorca with recipes to prepare in family.

- Planning of the flow and event’s agenda as well as the script by Nuria Roca (event host)

- Campaign press release creation and diffusion.

• Timeline

From the 11/27/17 to the 1/01/18

• Scale

- 27/11/17 APP and site launch

- 10/12/17 Pre Influencers posts

- 14/12/17 Press release

- 15/12/17 Event

- 15/12/17 – 1/01/18 Post influencers posts

General results:

More than 52 millions impressions

More than 4.9 millions views

More than 396,000 interactions

More than 250,000 site visits

Trending topic during the event.

Qualitative results:

- Reputation and recommendation: Influencers endorsed the initiative and prescribed it in an authentic way.

- The presence of Nuria Roca, mother of 3 children and nationally recognized, brought value and credibility to the initiative and also Carolina Denia, founder of Clipset.

- Event’s participants, through a survey posted in Madresfera blog, that was also part of event, rated the event as "excellent" highlighting the interest in the topics discussed in the talks and the quality of the event.