Behind every great athlete there’s the effort of a dedicated mother. So during the Rio Olympics, we decided to make them our stars. While all cameras focused on athletes’ performance, P&G focused on the relentless supporters of their success: their moms.

Thanks to our partnership with Globo.com, we gained access to the arenas and were able to follow the moms of the athletes very closely. At every game, a camera crew was allocated to document the emotional rollercoaster the mothers of the athletes go through. As soon as a game was finished, we edited the content on the fly and used Globo.com to spread it throughout their media channels, including Globo Esporte – Brazil’s largest sports portal with more than 8 million followers on Facebook. Our content sat on a hotsite within globo.com so when people accessed the portal, they were offered to watch the moms’ reactions in real time.

We grabbed Brazilians by the heart with content no one else has captured, and they connected with the stories so deeply that one of our videos became the most shared branded content during the Olympics. For the first time ever, Globo Esporte used a piece of branded content as an editorial piece. The 16 videos received over 70 million combined views and attracted 2 billion brand impressions. The mothers of the athletes became characters in pop culture and one of them went on live TV to teach Brazilians her new chant. The campaign generated ROI of 65, P&G’s best performance ever in Brazil.