Skincare brand Mama Mio has launched a social media and viral campaign in a bid to raise money for charity Look Good...Feel Better.

Developed by marketing agency Baber Smith, the campaign features and animated navel singing to music from fictitious band ‘Belle and The Buttons’.

The agency has launched the campaign through MySpace, YouTube and Facebook, as well as viral seeding on music blogs.

In addition to the viral campaign, Mama Mio has become the first beauty brand to incorporate 2D barcodes onto its packaging, which allow customers to link to the mobile optimised Mama Mio website by scanning the barcode on their phone.

Sian Sutherland, founding partner for Mama Mio said: “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.”