A movie was launched online with real examples about the relationship between mothers and kids. This movie started a conversation online about real motherhood instead of the fantasy world we usually watch in advertising. So we hired real mothers to manage this conversation. The Social Mums took over Comfort’s social networks and interacted with each person that opened his heart to the brand.

The result was not just simple comments. People actually opened their hearts as if they were talking to someone in the family. In 3 months, there were more than 200.000 stories shared. Becoming the campaign with the greatest engagement in the history of Unilever Brazil. But most important, we solved the brand’s biggest problem. We transformed a functional and cold relationship with customers into to a genuine and familiar one. After all, it’s easier to bond with someone who understands you.