Situation:

Bolívar is the detergent that specializes in the care of clothing fibers. It has a range of products for every need, and one of them is Bolívar Baby & Kids, for babies from 0 to 36 months. The brand in general has just changed its brand proposition to address the care of self-confidence to take care of those you love the most. And what's better than taking care of the choice of the baby's name, which is so important that it can influence the development of their self-confidence and self-esteem in the future.

Brief:

To consolidate Bolivar's new territory: the care of self-confidence.

Objectives:

To ensure that parents give their babies the opportunity to choose the names they like from the womb, instead of parents being the ones who, based on their own preferences, give them a name that may cause problems in the future.

Sound Names consists in giving babies the opportunity to choose their own names. Taking advantage of the fact that fetuses have developed a sense of hearing by week 29, we turned multiple names into melodies using a music production software tool called piano roll, which gives each letter a specific musical note. Then, we uploaded the names to Spotify and YouTube so that any mom could use them: by simply using headphones, they could make their babies listen to the name options and be attentive to the baby's reaction to know which one they liked the most.

Bolivar Baby & Kids is a detergent brand that recognizes the value of clothes for the power they have in building self-confidence. Therefore, we decided to offer a solution to a very common problem in Peru: the names that many parents choose for their children are names that jeopardize their self-confidence. Sound Names thus addresses all pregnant mothers who are also future consumers of Bolivar Baby & Kids.

Implementation/Placement: We contacted a sound engineer who was able to draw each letter of possible boys' and girls' names with musical notes with the help of a software called Piano Roll. Once the melodies were created, we uploaded them to YouTube and Spotify. We currently have 30 different melodies, but we still have more than 100 names in the queue that we will be creating in the upcoming months.

Scale: The campaign has been launched nation-wide, though the main target is Lima.

Brand relevance: This initiative also reinforces the brand commitment of Bolivar Baby & Kids detergent, which is to take care of children's self-confidence, and since the name is the first sign of a child's identity, it is important that he or she can have a name that does not lead to bullying or harassment.

Touch points: Social media ads, YouTube ads and Spotify ads.

Materials, style elements, design choices: Logic Pro X digital audio workstation and Arturia keyboard controllers. Logic Pro, Omnisphere and Klevgrand virtual instruments chosen to create pleasant and soothing sounds for babies as well as composition choices like the use of major chord progressions and arpeggios and minimalist melodic ideas.

Methods and process: The piano roll tool displays musical notes as blocks in a grid. We arrange them into letters and then into names to create unique melodies for babies in the womb. The music is designed to be pleasant, using major keys, arpeggios and soothing sounds such as marimbas, bells and pads.

Timeline: Sound Names runs from April 10 to May 24 across Bolivar's social media, YouTube and Spotify. It began with a teaser announcing a new project, followed by content unveiling the campaign. We also created support content to gather possible names for our playlist.

Impact: +2MM views

Reach: +3.4MM unique users, exceeding projections by +50%

Engagement: 0.20%

Change in Behavior: +10k users reached with the names

Brand Perception: +95% positive sentiment

Achievement against objectives: We exceeded our objectives by +90%