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19 Apr 17

Can a baby product company, by accident, transform the life of a copywriter into a case of transmedia storytelling?

Can a baby product company, by accident, transform the life of a copywriter into a case of transmedia storytelling?

An American company, Boba, decided to release a video which tells the story of the conversation between mother and son, from  pregnancy to the first few years of life.

 

The story designed for the project and developed by the copywriter Laurenne Sala, derives, and well, from the main narrative of the company’s business and its protagonists – products for children.
With the original title “You made me a mother”, the advertising piece has become one of the most watched ads on motherhod and it is based on the following copy:

“I felt you. You were a pea. Then a lemon. Then an eggplant. I followed advice. I read 12 books. I quit coffee.
Could you tell I was scared?
I talked to you, sang to you … I wasn’t ready.
But then you were here. Ten toes. Eight pounds. Love. Big fat love.
I held you. I fed you. I realized that I would spend my life doing things to make you happy—and that that would make me happy.
And then there are the times I want to give up. You’ve made me rethink my sanity. You’ve made me want to fall on my mother’s feet and tell her that I get it.
But then you smile, and you say my name—and you grab my hand with those little fingers.
We’re growing. Together. We are seeing the world like it’s new. I will open my heart, and love will rain down all over you. You’ll giggle, and I’ll do it all over again. And we will walk hand in hand. Until you let go.
I made you, but you made me a mother.”

The creative and writing process of the argument that resulted in the film was based on the field research done by the copywriter, fundamental for understanding the dynamics between mother and child.

According to Laurenne, the constant interviews she gave mothers and pregnant women about feelings and everyday life with their children was instrumental in playing the role of mother and writing the basic poem for the video, even for a person who has never had the experience of motherhood, as is her case.
The success of this project and the visibility it has had in traditional media has made publisher HarperCollins notice this freelancer and challenge her to publish a children’s storybook with the original title of the project – “You Made Me a Mother”.

In my opinion, and although I do not have information to prove it, the company that was the basis of the project – Boba, had an opportunity here to work together with the book publisher, expanding the communication of its brand, having the possibility of widespreading the story within different audiences and different media.
The motto to develop platforms, such as a blog that promotes stories and poems for mothers and children, written by users passionate about this theme, as well as other applications, can continue the narrative of the brand, thus allowing the community to keep on falling in love by this theme, to go beyond the mere relation with a product.

In short, by using a transmedia storytelling strategy as a tool for communication, it allows any brand to directly address human emotions and values, helping in building a bridge between you and the people they want to engage with.
This bridge is only possible due to the process of personification of the brand, achieved through the construction of a narrative that has in essence the DNA of the brand and its social purpose.

This article was originally published on Blog Transmedia Land.

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