Nowadays young mothers search for baby advice on the internet. Yet the most valuable advise often come from our mothers themselves… even if they are not the first to be asked.
In the context of celebrating mother’s day, Proderm created an interactive campaign that proves that mothers know best.
An emotional video was created inspired by the fact that most young mothers seek for advise οn the internet. In the video a young mother was asked to address to a pilot Proderm chatbot in order to get all info she needed for her newly born baby. The “hook” was the fact that without her knowing, the answers she got were actually given by her own mother, instead of a Proderm specialist.
The activation evolved in two facebook activations where consumers were asked to share their experience. Blogger endorsement gave an extra boost to the whole campaign and enhanced virality.
In just 2 weeks the Facebook campaign received more than 5.500 participations and the video itself had more than 610.000 views.