The Branded Content brings the target closer to the brand through experiences. By creating not only content of interest to the consumer, but also bringing its content closer to the consumer without being intrusive advertising, we have ceased to run PUSH advertising in favour of PULL and bidirectional advertising.

There are currently no regulations for this advertising format.

And for the strategy we decided to perform a little experiment with a group of kids aged 4 to 9 years old.

First, we asked them to write their letters to the Three Wise Men (in Spain, they are like Santa Claus).

And then we got them to write another letter, this time to their parents, asking them for NON-MATERIAL THINGS, THINGS THAT MONEY CAN’T BUY.

They asked the Three Wise Men (like Santa Claus) for all sorts of things: dolls, remote-controlled cars, iPads, consoles, games, pets…

They all asked their parents FOR THE SAME THING: TO SPEND TIME TOGETHER.

The results 48 hours after its release on the Internet were:

More than 4,600,000 views. On Social Media it exceeded the figure of 9,166,000 people sharing it on Facebook and Twitter 4,318 Retweets and 3,157 favourites, thus creating 10% engagement.

Moreover, on more than 120 online sites they talked about the experiment including a television programme, news, newspapers, and digital media and Marketing and Advertising media.

And the offline result was coverage by radio stations - Cadena Cope Madrid, Onda Cero, SER, Catalunya Radio - and the public television station, Telemadrid.

The campaign also had an impact through WhatsApp, and the IKEA stores increased footfall.