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.

After registration, 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, and the segmentation of target stays within home.

Undercover Advisors was first presented to mothers in Selmark database through an e-mailing inviting them to take over the Selmark display campaign and use it as a way to reconnect with their daughters anonymously by creating their own message and choosing within a selection of teenage-related media to show it.

We then launched a press release informing of this innovative solution to their communication problems that quickly gain the media attention, and a digital video. After firing the starting gun, it was the mothers themselves who spread the word, inviting more mothers to use undercoveradvisors.es and therefore, become the secret emitters of the messages in Selmark’s display campaign.

While the brand always remained invisible to daughters, as it didn’t appear in its own display campaign, it gained great repercussion among our core target: their mothers.

Undercover achieved 60k messages published.

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

This campaign involves customization of content by the user, real-time impressions and an innovative segmentation based on IP address geolocation.

For the first time, an emitter within an IP can personalize the message that will carry the advertising display. The message will be integrated into the impressions within a selection of media related to the target, and will only be seen by people connected to that IP address, enabling one-to-one communication through the use of display media.

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.

The creative twirl in this campaign was the fact that our hired media was not focused on our core target, but on teenage target: their daughters.

By handing over this spaces to mothers, we offered them a platform of anonymous communication with their daughters, giving solution to one of their most usual concerns: communication problems.

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

This way, our target became our speakers, giving visibility to the campaign and to the brand.

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.