Results and Effectiveness

Wyeth Gold total brand share jumped from 18% (in 2009) to 24% post the campaign. Sales of Wyeth’s Progress Gold & Promise Gold products increased by 71% and 111% vs. average off take. The app was ranked #1 at Education category at HK Apple apps store in just one week. Over 6200 downloads in one month which meant that 1 out of every 10 mum had this app on her phone. Wyeth also benefited +12% increase of sentiment index on WOM. Positive comments like “my baby loves it”, “a must app.for kids” were shared by mums on iTunes.

Creative Execution

Through Wyeth’s mobile application, mums could find pre-developed 100 flashcards with real human voice pronunciation which they could use to read or educate their child with. They could also customize learning materials by keeping in mind their child’s ability, language requirement and be inspired from certain special occasions around them. Just take a picture, type the word and pronounce it in both English & Chinese so kids could listen and touch the adorable images on the app which stimulated their hand and eye coordination as well as developing their brain. The bilingual input function allowed creativity without boundaries. Or mums could contact Wyeth for more learning programs tailored to children. Our App empowered mums to be actively involved in the entire learning process and therefore, provided them a sense of moulding their child’s future. Not only fun and interactive, the App also facilitated brand relationship in the whole learning process.

Insights, Strategy and the Idea

In Hong Kong, the infant formula milk market is primarily targeted at mothers with kids below 3 years old (only 0.01% of HK’s total population). With a 104% YOY growth in IMF advertising, HK mums are spoilt for choice. HK mums are extremely competitive and want their child to be the ‘smartest’. They rely heavily on DHA as a source of nutrition that develops their children’s brain. Wyeth wanted to educate mums that only a right balance of AA (visual) + DHA (cognitive) can support a child’s complete development. Mums get actively involved in the learning process of their kids from an early stage. They prefer their kids to learn from their immediate environment. We created a ‘Do it yourself (DIY)’ app on mobile phones for mums to customize learning materials for their kids and be actively involved in their kids’ lives by being part of the learning process itself.