In Spain in recent years we have seen that some of the most important media groups are betting on branded content & entertainment formats. However, and according to studies by Infoadex, only 59.2% of small and large companies have developed branded content actions.

The ability to convince clients internally, high costs and the difficulty of finding interesting content are still barriers for proffesionals.

We could say that we are still at the stage of trial and error.

We found studies that prove that babies relax with the sound of their mother´s heartbeat. Based on this, we decided to make something very special for Mother´s Day: We recorded the sound of five mother's heartbeats and gave it to five bands. Then, we created five lullabies composed to the beat of their five hearts.

First we shot a video that explained the experiment and creation of the five songs. It also proved scientifically that young children relax with the sound of their mothers heart.

We then created individual music videos for each song so anyone could play them at anytime. The main video served as a link to all the rest.

To get closer to our core target, we decided not to use actresses for the experiment, we chose moms who were actual NIVEA customers and their children.

We released the video on Youtube and NIVEA´s social networks a few days before Spanish Mother's Day. Users could acces to the rest of the videos from the main one. A small pre roll campaign helped spread the campaign, but the we obtained the majority of views organically.

The campaign had a huge ammount of views in a very small period of time, with numerous possitive comments and shares in social networks: 1 million on line views in a week (currently 1.177.708 views -May 13th 2015-)

In addition the campaign became news and generated buzz in all kinds of media, including TV news, female magazines, and of course Advertising and Marketing media.

NIVEA´S Creme communication in Spain usually involves adaptingan international campaigns to traditional media. But this time they asked us for an online action to empathize with young spanish mothers. They wanted something to remind them that the brand has always been there taking care of them and their children.

To celebrate Mother´s Day, we recorded the sound of five mother´s heartbeats and gave it to five bands. Then, we created five lullabies composed to the beat of their five hearts. An online youtube videoclip summarized this action, but we also shot individual music videos for each song so anyone could play them at anytime.

These videos were consumed as entertainment, not as advertising. They were a gift from NIVEA for moms and their children.