Cannes Lions

AD ME, MOMMY

F.BIZ, Sao Paulo / UNILEVER / 2016

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Case Film

Overview

Entries

Credits

Overview

Description

We created a plug-in that acts as an ad block. Now, instead of being hounded by

ads (retargeting), mothers will be followed by pictures of their baby. To use it, one

had to simply access the campaign's landing page and install the Mommy Ad me

tool in the browser. Then, all they had to do was to upload their baby's photo. The

image will then replace the banner ads and "follow" mom online on their favorite

web pages. Changing not only the way that mothers surf the web, but how they feel

as they access each web page.

Execution

Posts sponsored by Facebook activated the campaign at national level. Impacted

mothers accessed the campaign's site and downloaded the add-on.. On uploading

the photo, they had two format options: landscape or portrait, that way the

pictures could fit to the existing banner formats.

Additionally, a mapping of the target's most visited sites was also done, that way,

mothers had yet another reason to re-visit their favorite web pages.

Outcome

The idea went viral amongst mums on the internet with the campaign’s landing page being accessed more than 2 million times. There were 250 thousand shares on Facebook, 1.5 million mothers impacted and 750 thousand photos uploaded. A result that not only caused babies to be closer to their mums, but allowed Baby Dove to be closer too.

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