With our support, P&G and Televisa (TV Channel), in their first-ever joint venture, carried on a Branded Content 5-month project to engage mothers through their natural environment: Sponsoring morning-magazine shows and soap-operas, driving them into sports shows.

Warm-up: In April we told women through live mentions who P&G is and its brands.

Movement Launch: On Mother’s day we invited people to participate in the competition to win a house by sending a life-changing story about their moms, and how they raised them like champions.

Stories arrived from all over the country. Televisa and Mediacom produced and aired 24 committee-selected stories in TV´s Top Sunday Sports show to be voted online.

Finally, during the Olympics, TV hosts invited the audience to vote by SMS for one of the two stories with the fewest votes to continue in the competition.

The story that made it to the end won the House!

TV hosts and celebrities embraced the movement and decided to talk about it on air (free of charge) sending their own “thank you mom” messages.

Presence in premium Morning News program where no commercialization is permitted

The leading Sports Show had the highest housewives´ ratings

• +20,000 thank-you-mom stories generated, compared to 6,000 estimated (433 index)

• 8x better Campaign Awareness vs 1st tracking (Pan-American Games)

• +283Index Brand linkage vs 1st tracking

• +60% TV-ROI vs single-brands plans.

• +27% Overall ROI than single-brands efforts

• +5% Sales of Participating Brands considering the atomized market where they are competing