Undercover Advisors is a creative piece that, through an innovative method of segmentation based on IP address geolocation, enables one-to-one communication using display media.

Based on the premise that teen girls don’t ask their mothers for advice, Selmark offers mothers the possibility of guiding their daughters anonymously through personalized messages integrated in their reference websites.

Mothers write their advice in undercoveradvisors.es and choose which websites it will appear. Our landing detects the IP from which the message has been written and makes it visible to any device that connects to it.

This way, when adolescents connect to their home wi-fi, they receive their mother’s messages integrated as content in their favorite websites.

An innovative use of technology that enables the cession of digital spaces to mothers, transforming a campaign into an act of generosity.

Undercover Advisors was first presented to mothers in Selmark database through an e-mailing as a gift for them to help them reconnect with their teenage daughters.

We then launched a press release informing of this innovative solution to their communication problems that quickly gain the media attention, appearing as news in a wide range of digital newspapers and magazines and their social profiles.

After firing the starting gun, it was the mothers themselves who spread the word, inviting more mothers to use undercoveradvisors.es and therefore, discover Selmark and its products.

A few days later, a digital video explaining the action was released, generating a second wave of new visits that added to the ones that were already repeating.

Undercover achieved 60k messages published.

Selmark increased its online awareness (80% more than last campaign)

For the first time, a campaign not only reaches its core target creating an emotional connection, but it turns its display media into a meaningful service for them.

Instead of offering discounts and promos, we offer an entire display campaign for them to use freely to reconnect with their daughters.

We allow them to be emitters, choose the websites where the message will appear and establish one-to-one communication with their daughters in an innovative and anonymous way.

Selmark counts on a great base of female costumers of ages between 35 and 50 years old that they want to prize, gain their loyalty and expand.

With Undercover Advisors, we invite them to become the emitters of the messages in Selmark’s display ads in order to regain communication with their daughters, offering them a unique service and giving solution to one of their main concerns: communication problems during puberty.

This way, we achieve not only an emotional connection with our target but also an innovative solution to their problems that is relevant enough to be shared with their social environment inviting other mothers to take part in it.

Selmark is a lingerie brand that aims to get hold of the “confident women” territory at the same time that gains awareness trough an innovative and socially relevant action.