The challenge

The brand needed to introduce a category of products which could not be promoted by conventional means for legal reasons. Our objective was to address a target audience with little time for themselves (primarily caregivers who are women between 50-60 years old).

The solution

DO developed a digital platform and branded content strategy that was to become the caregivers community, “El Rincón del Cuidador”. A space where the content solves the doubts and needs of the caregivers, with web advice though a forum, a Facebook channel, download materials and newsletters.