In the past Brazilians were used to the television content, but with the arrival of Internet new contents become more powerful by allowing the viewer to comment, participate, share and talk about. Today Youtube has a higher audience than all PayTV channels combined in the country. Brazilians currently spend three times more time on the internet than watching TV. Because of this advertisers in the Brazil are increasingly investing in generating branded content that brings value and relevance to the target and allows them to engage and become a powerful media for the brand’s message.

The relationship between mother and child begins long before birth. And the most anticipated moment during pregnancy is when she can meet him or her during the ultrasound exam. But among the nearly 3 million women that become pregnant each year in Brazil close to 45,600 are visually impaired and cannot have that experience. What if Huggies could change that? We set out on a mission to find visually impaired pregnant women and took them for an ultrasound exam. From the exam's digital files we were able to re-create their unborn babies as 3D models and turn them into real-size sculptures using a 3D printer. The sculptures were than wrapped in a baby blanket and delivered them as a surprise. The real stories of their unforgettable experience became 4 appealing online films united in a campaign entitled “#CountingTheDays”. It was launched for Huggies’ Brazil 2 million fans and followers on Facebook, Twitter and YouTube during the weeks leading to Mother's Day and instantly turned into a highly shareable content. The stories were also brought together in a virtual exhibition that also presented the "printed babies" and more information on their mothers. Each video also had an additional version with audio description for the visually impaired, proving Huggies is truly committed to every mom. In a few days the videos spread worldwide bringing one powerful truth: every mother deserves to embrace each moment with their baby.

The series of 4 different films with appealing stories of how 3D printing technology gave real blind moms-to-be an unforgettable experience and proved to be a highly shareable content by itself for our target. That, associated with an aggressive PR strategy and global partnership with Google’s TrueView and Facebook’s VideoAds platforms, helped the campaign to impact millions of people worldwide in a short period of time during the most sensitive time of the year for women: the weeks leading up to Mother's Day.

In just one week the campaign exploded in both social and mainstream media:

• More than 60 million people impacted in at least 30 countries

• 2.3 billion media impressions

• 6+ million views on YouTube and Facebook

• US$ 8+ million worth in earned media, including segments in The Huffington Post, Time Magazine, People Magazine, ABC TV, CBS News, CNN, FOX News, New York Daily News, UK Daily Mail, The Telegraph, Mirror, RTL Nieuws, Rede Globo, Mashable, BuzzFeed, FastCompany, C|Net, Reddit and more.

The scope of the campaign even ignited a media debate on the use of technologies such as 3D printing for medical purposes and has already being referred as a benchmark in prenatal care. But most importantly, it inspired women all over the world to express their pride of being a mother.

For a woman there’s nothing more influential than listening to another woman. So when Huggies Brazil asked for something to reinforce it's commitment to mothers and mothers-to-be we aimed at a creating a content that they could relate to and be inspired to share with one another, becoming themselves a strong media for the brand. We developed an online video campaign telling a highly appealing story of how we made it possible for visually impaired moms-to-be to “see” their unborn babies during the ultrasound exam using 3D-print technology and launched it for the brand’s 2 million fans and followers on Facebook, Twitter and YouTube. The videos even have an audio description version for the visually impaired. The campaign was based solely on social media based on the fact that our target itself was powerful enough to spread it all over the world.