The Brief

Despite 99% brand awareness, Wyeth Gold's brand share only grew by 2% in the last 3 years. This was mainly due to the misconception held by Mums that Wyeth Gold causes 'digestive problems' hence constipation for infants - a myth that was never proven. Our challenge was to remove mums' negative perception towards Wyeth Gold and convert the sceptic mums into the brand's advocates. We needed 500 Wyeth advocates to help us break the fallacy. Mums often ask each other on issues concerning their babies' health. Our strategy was based on this fundamental principal of 'knowledge sharing through conversations between mums'.

Describe how the promotion developed from concept to implementation

We created a 'Truth & Dare' Challenge to instigate non-user Mums to 'dare' try Wyeth Gold and share the actual product 'truth' with other mums. To start a conversation with mums, we invited them to 'Hear it from a mom (user)', 'Try it herself' and 'Let others know'.

Describe the success of the promotion with both client and consumer including some quantifiable results

The Myth is now broken! Compared to the same period last year, sales grew by +27% and market share increased by +4.5%! This was the strongest sales growth for Wyeth Gold in 3 years! It re-ignited confidence! In just 8 weeks, brand consideration was up 9% and over 8000 Facebook 'Likes' by Mums. The viral impact went beyond our expectation. We successfully converted over 2000 mums into Wyeth's brand advocates! This was 4 times over our original target of 500 brand advocates, making our campaign for mums (probably) the most viral of all in HK!

Explain why the method of promotion was most relevant to the product or service

Hear it from a mom (user) - A celebrity mother, Sandra Ng shared her experience of switching to Wyeth Gold. Her message was 'trust a true case, not the rumours!' Try it yourself – Invited by Sandra, Mums took up Wyeth Gold's 14 days challenge. During product trial, emails and SMS embedded with a scorecard were served to monitor their feedbacks and were carefully managed by the customer service team to ensure a positive brand experience for Wyeth Gold's improved product formula that would help improve infants' gastrointestinal tolerance. Let Others Know- Satisfied mums were encouraged to share their testimonials on Wyeth's website