This is an example of how a brand can generate significant social conversation around an issue and then capitalise on it.

The Screen Crib demonstrates the potential of a purely digital campaign to transcend the sphere of social networks and reach the traditional media widely due to the volume of conversation and controversy achieved, not only in Spain, but also in different Spanish-speaking countries.

People's outrage at the influencers campaign put The Screen Crib in the spotlight and called for the urgency to educate on responsible use. This helped Multiópticas uncover the awareness-raising message 24 hours later very naturally.

In 2019, Multópticas, the leading brand in the optical industry in Spain, became aware of a growing problem and launched a concept to describe and capitalize on it: Screen Pollution. An awareness campaign about the abusive use we make of devices with screens, damaging our eye-health.

After a successful 2019 in which media and even competitors started using our concept, in 2020 the brand wanted to reinforce this positioning through a high-impact action that would generate media conversation and open a social debate around the abusive use of screens in one of the most crucial stages of our development: childhood.

To raise awareness about the abusive use of screens in childhood, we decided to draw the attention of parents by taking this neglected reality to the extreme, introducing screens in an extreme and controversial way in the daily habits of children where they are already present (when they eat, sleep, play...), and reflecting it through the maximum referents of parenthood in social networks, moms and dads influencers, to draw attention to this problem and arouse outrage in the public.

To do so, we created The Screen Crib, the first crib that helps parents disconnect while caring for their children.

Our goal was that people would be outraged and alarmed when they saw the products, so once we had attracted everyone's attention, we could unveil the real goal of the campaign which was inspired by real habits related to the use of screen devices with children, and convey Multiópticas' awareness message.

Parents are mostly aware of the consequences of children's abusive use of screen devices, however, they often disobey the recommendations for their own comfort. Nevertheless, they recognize this bad practice when they see others doing it.

Therefore we proposed an activation structured in two phases. An unbranded phase in which we would work with the main mom and dad influencers to reflect these negative behaviours on them by promoting a new range of products with integrated screens.

Once the controversy was served, The Screen Crib was in the spotlight, and in a second phase, influencers and Multiópticas simultaneously would unveil the truth capitalizing the conversation: fortunately products don't yet exist but were created based on real requests and bad habits of parents, and if we don't educate them in order to moderate the daily consumption of devices with screens it could be a reality in the not too distant future.

We created a functional prototype of The Screen Crib inspired by bad habits of parents shared on social media. To launch it we created a fully digital start-up, with social profiles, a website and even a spot.

To make it known, attracting social and media attention, we worked together with the main mom and dad influencers who shared pictures and information about the crib. It went viral.

After 24 hours of harsh debate on the influencers' profiles, they revealed the truth: "These products do not yet exist, but were created based on real requests from parents. 87% of parents are concerned about the time their children spend on screens. However, 3/10 buy a device with screens before the age of 4." Simultaneously the brand and the start-up unveiled the message publishing an extensive video piece, explaining the action and conveying alarming data on the abusive screen use in childhood.

The campaign obtained incredible results, generating a great debate in social networks and also obtaining a lot of repercussions in traditional media.

Influencers' activation was key for engaging with the audience and the viralization of the campaign, which obtained a high volume of conversation, involving and engaging with an international audience through the generation of expectations and achieving a turn in the sentiment of the campaign after revealing the real cause of the campaign.

In digital channels, the campaign achieved:

1.2 million social media engagement.

1,200 organic publications commenting on the action.

2.5 million organic views in the first 48 hours.

Regarding earned media repercussion, the results were:

55 million earn media impressions.

Audience of 26,766,590.

524,072.214 € of VPE.

Over 300 impacts, 90% of them mentioning the brand.

100% positive tone referring to the brand’s campaign.

And most importantly, 240% increase in Multiópticas' sales after the campaign in display-related products, making this product line the company's second best-selling product line so far after sunglasses.