Mama Mio unveils viral campaign for charity
Marketing Week 10th June 2010
Mama Mio, one of the most recommended skincare brands, has launched a quirky new social media and viral campaign featuring a video of an animated navel singing to music from the fictitious band ‘Belle and The Buttons’. Created by integrated marketing communications agency Baber Smith, it’s the latest part of the beauty brand’s campaign to raise money for the charity Look Good…Feel Better.
Complete with compelling back-story, ‘Belle and The Buttons’ was launched by Baber Smith via MySpace, YouTube and Facebook and seeded virally on musical blogs. The band’s debut single ‘Check Me Out’ and accompanying video of the singing belly button has since become a YouTube smash, clocking up over 37,000 hits within the first week of its release.
To enjoy the video yourself please visit:
http://www.youtube.com/BelleandTheButtons
http://www.myspace.com/belleandthebuttons
http://www.facebook.com/BelleandtheButtons
In addition to the viral campaign, Mama Mio has become the first beauty brand to incorporate 2D barcodes onto its packaging, allowing customers to link to the mobile optimised Mama Mio website simply by scanning the barcode on their phone. ‘Belle and the Buttons’ debut single ‘Check Me Out’ has also been made available as a downloadable ringtone.
The Belle and The Buttons piece was created by Locomotion with Lee Bamsey directing, editing and compositing, Alex Hare creating 2D design and animation, and Carlos Correia building the 3D animation. Nick Sutherland-Dodd at ASD Lionheart produced the live action shoot. The music video was seeded by Diffusion Media.
Sian Sutherland, Founding Partner - Chief, Mama Mio said: “Another amazing experience with Baber Smith, learning how to pull all the strands of great experts together to launch an actual band. I think this is a real beauty industry first that really demonstrates how to use the diversity of social media in a very innovative way. Being first is important to us – first skincare brand to use 2D barcodes, first skincare brand to have their own ringtone but best of all – and I think I am right in this – first skincare brand to launch a singing tummy button.”
Sam Jordan, Managing Director, Baber Smith said: “It’s a deliberately quirky campaign designed to raise a smile and hopefully loads of cash for Look Good...Feel Better. To get over 35,000 views in the first week alone is simply staggering and we hope it’s a sign of things to come!”