The digital campaign complements its through-the-line campaign, which aims to raise money for the beauty industry’s charity Look Good…Feel Better. It has been created by integrated marketing communications agency Baber Smith.
In the video, the navel is shown singing to music from the fictitious band ’Belle and The Buttons’. Baber Smith has placed the video on MySpace, YouTube and Facebook and has seeded it virally on musical blogs.
In addition to the viral campaign, Mama Mio has also incorporated 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.
Sian Sutherland, founding partner of Mama Mio, says: “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.”