64% of pregnant women in Mexico live in households with low income. More than half of them feel financially insecure. Education is perceived as the most important way to improve the standard of living.

Mother's Day would be the perfect opportunity to build on our idea of helping mothers build a better future for their children. Mother's Day is a very important in Mexico, including brands who compete for exposure. HSBC was perfectly positioned to make their dreams come true. Our idea: give the first born child on Mother's Day the best opportunity through education insurance or a college savings fund.

At 7.30am, we reached our destination and presented Macrina and her new daughter with an endowment policy to help with her education.

We captured every moment so we could upload the story on the same day, at 9.47pm.

As we posted the videos online, we simultaneously we had our well known social influencer, Martha Debayle, post the link on her social media pages. As one of the most popular women in Mexico and a mother herself, she was the perfect ambassador for our idea.

Content was amplified throughout the week. Due to the high engagement, additional budget was provided by the client, and the activity was complemented with a week of activation in Cinema.

The response from people was extremely positive on Facebook, YouTube and the website, especially among women.

4 Million unique users were reached throughout the 5 days of the campaign, with over 1.7 Million video views and 50 thousand interactions on Facebook.

Traffic was driven to the YouTube channel, where the campaign collected an additional 182 thousand views.

The landing page received 45 thousand unique visits, with a 60% conversion rate from people requesting more information about the loan.

The campaign was so impactful that HSBC decided to make this into an “annual” campaign that will give away one Education Insurance or College fund each year.