For Mother’s day NIVEA Germany wanted to thank all mums. Additionally the family brand wanted to remind all children of the upcoming day to give them the chance to get in touch with their mothers.

Through the eyes of a child we show that being a mum can be very exhausting. The child in our film has recognized it, however, is still too small to tell his mum "thank you“. But the audience can say thank you!

This emotional short film has been used as online content during two weeks before Mother's day. The film is 60 seconds long and has been embedded into all relevant channels such as Facebook, YouTube, Twitter, Spotify and Instagram. To create even more attention a campaign roll-out has also been produced by using photo material that has been generated during the film shoot. In addition, after its great success, the film has been adapted to a TVC version and has been aired a week before Mother's day.

-1.9 mil views in Germany on facebook & YouTube – 99% positive "likes" (June 2013)

- NIVEA "Mama" is the second most shared German video on YouTube (June 2013 according to Unruly Viral Video Charts - by Internet World Business)

- over 500,000 facebook shares (in 2013)

- thousands of new NIVEA facebook fans, twitter and instagram followers and NIVEA YouTube channel subscribers

-18,000 real postcards have been sent

- 3,000 sent e-cards

- worldwide adaptation for web & TV

- hundreds of thousands of proud and moved to tears customers and Beiersdorf employees

- thousands of happy mums