Smileat is a 100% organic baby food brand created in 2015.
Now that the big brands are starting to be in the same territory, they needed to differentiate themselves. And when we asked ourselves how to be relevant to our target, we realized that the entire sector shared the same problem: the low birth rate in Spain. Behind this data there is an important issue: women still have to choose between their career or being mother. Why? To find out, we created a documental: La Candidata (The Candidate).
The Candidate obtained results that led Smileat to position itself as a clear partner in parenting and motherhood for its clients:
18 MILLION PRINTS IN PR
1.7 MILLION EUROS EARNED AVERAGE
+55 SALES IN E-COMMERCE during the campaign
Additionally, the documentary earned a Bronze in the Branded Content Category at the IAB Inspirational 2020 Awards.