We paid tribute to Iron Moms through the city’s first-ever “Momument” a sculpture unveiled on March 8th, International Women's Day. The 3-meter high sculpture was place in a well-known square in Buenos Aires, and symbolized the devotion, effort, toughness and love of the Argentinian moms who put their children’s dreams first. But first, we brought these heroic mothers to life by celebrating stories of moms behind modern-day heroes with video tributes and social posts, which is the contemporary way to acknowledge her. This fuelled a groundswell of online discussion about why acknowledgment of Iron Moms was overlooked and much needed.

The campaign began with teaser outdoor communications centered around the space of an empty monument pedestal in Parque 3 de Febrero. This was accompanied by a television commercial and social media content, telling the stories of four different women and the tough choices they made to protect their children. The twist being that they are mothers of Argentinian celebrities. The choices they made allowed their children to realize their dreams. The ad and content stated that Iron Moms like these women deserved a monument and encouraged people to participate in the conversation online and pay tribute using #IronMoms.

The campaign culminated with an iron statue unveiled in central Buenos Aires on International Women’s Day, celebrating mom’s tough choices.

Celebrating the usually unacknowledged tough choices mothers make to protect their children and associating Fuyí® with these aspirational #IronMoms was a huge success in Argentina.

The campaign reached over 7.3 million unique users on Facebook and the press coverage about the Iron Mom statue on International Women’s Day reached 2.5 times more digital users (20+ million) stretching our earned media way over and above our allocated paid media budget. #IronMoms featured in local news, the second most popular morning radio show nationally, and on national television talk show Bendita, spreading the love for mothers’ tough choices everywhere in Argentina.

Moreover, the campaign increased Fuyí’s® ad recall by 15% compared to their previous average. We defended our market share and gave contemporary moms reason to value the brand.

Thanks to Fuyí®, on International Women’s Day in 2018, Argentinian mothers received the momument they deserved for protecting their children’s dreams.