Kimberly Clark - Huggies
Mamma che ridere! / J. Walter Thompson Italy
TV is full of commercials of perfect, stereotype moms which have little to do with real life. Huggies, still a young brand in Italy, wanted to create a relationship with moms by sharing a more realistic vision of motherhood. So we decided not to talk to them, but with them. We started with a bunch of bloggers and we went on to write a comedy show written by moms themselves. We filmed it and let them share the clips on their channels. Results 6000 moms reached, +14% in awareness.