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#PandemialsOnBoard

A reunion full of life. Baby on Board, Bezoya's branded content about motherhood, pays tribute to the heroes of the pandemic in 2021 using the hashtag #PandemialsABordo. A reunion full of life. Baby on Board, Bezoya's branded content about motherhood, pays tribute to the heroes of the pandemic in 2021 using the hashtag #PandemialsABordo. A reunion full of life. Baby on Board, Bezoya's branded content about motherhood, pays tribute to the heroes of the pandemic in 2021 using the hashtag #PandemialsABordo.

_Brief

Evolution of the project in 2021 without a direct brief from the client, as proactivity of the AFTER team.

_Strategy

Baby on Board wants to talk on the first anniversary of the State of Alarm and pay tribute to the heroes of 2020: moms and dads who gave birth in such a difficult year, the paramedics who helped in such an important task and above all, the little ones.

This season’s strategic focus responds to an industry trend: Brands with values, with purpose, that care and care about their community. In line with this, Baby on Board also seeks to approach all the new families born this past year, empowering and making them protagonists of the tribute through their anonymous stories published in their Social Media (User Generated Content).

_Idea

The eighth season starts with a video tribute published on its YouTube channel where 3 families of instagramers (Shiraumee, Lo que mola de Lola and Pao Mamidem) open their home doors to tell us how they lived the confinement in a different vital moment: pregnancy, childbirth and postpartum. The video closes with a real and very special surprise: an unexpected reunion between the families and the medical specialists who accompanied them on the day of their delivery.

In addition, through pills posted on Instagram and Facebook, the protagonists of this emotional tribute share with the entire Baby on Board community the feelings and emotions of bringing a new member into the world at a time of uncertainty for all of society.

To empower the followers, a casting has been launched through the bebeabordo.es website where interested families could leave us their story and audiovisual material that illustrates it. With this material, a video tribute to Mother’s Day 2021 has been created and published on YouTube channel.

_Results

Social Media followers345.000

Videos views66 millones

Views after pandemic+730.000

Interaction average122

In addition, more than 40 BaB families have participated in the casting for Mother’s Day hosted on the bebeabordo.es website.