Baileys - Hija de mi madre
Reach: 27 millions users
Willing to pay tribute to all Mexican mothers on their day, Baileys sent a message to those who were meant to congratulate them: their daughters. Best part? Some were also mothers. Through Twitter, Vine, Instagram and Facebook, all these women uploaded pictures with the official #Hijademimadre movement tee, wishing their mothers and encouraging all followers to get the t-shirt and do the same.
Second stage of the campaign, and one of its specific aims, consisted on gathering the largest number of mothers&daughters in a single photography, “The picture that bounds us together”; this activation, which held a social purpose, was designed to support unemployed women to find a decent job through the ProEmpleo foundation. This action, carried out on May 2nd at the Antiguo Colegio of San Ildefonso, was expected to concentrate around 1000 attendants for the photo, but more than 1500 women ended up giving their support to the social cause eventually.