Selmark is a lingerie brand that aims to get hold of the “confident women” territory and at the same time gain awareness through an innovative and socially relevant action.
Undercover Advisors is a creative piece that, through an innovative method of segmentation based on IP address geolocation, enables one-to-one communication using display media.
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.
Mothers write their advice in undercoveradvisors.es and choose on 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 favourite websites.
Selmark counts on a large base of female consumers aged between 35 and 50 that they want to prize, gain their loyalty and expand.
For this reason, we launched a campaign that emphasized giving solutions to one of their most usual concerns: the communication problems with their teenage daughters.
This way, we achieved not only an emotional connection with them but also an innovative approach to their daughters that was so relevant to them that would be shared in their social environment inviting other mothers to take part in it.
Thus, our target became our speakers, giving visibility to the campaign and to the brand.
Undercover Advisors was first presented to mothers in Selmark database through an e-mailing as a gift for them to help them reconnect with their teenage daughters.
We then launched a press release informing of this innovative solution to their communication problems that quickly gained media attention, appearing as news in a wide range of digital news sites.