The Campaign

Infant milk formula brands in Hong Kong face strict restrictions in branded content every time functional claims are involved. While many are still competing mainly through functional story-telling, branded content remains a new territory for the category. Wyeth Gold wanted to extend beyond conventional TV communications to create its own branded content of parenting resources using new media to cultivate brand relationship with HK parents that answer an untapped opportunity and parent’s needs for inspiration in children’s early childhood development.

Results

Unlike other parenting tools, we shaped the learning discovery by turning kids’ surroundings into places of the world. Through Wyeth’s "Learning-on-the-go" App (available on mobile and tablets), HK kids for the FIRST time vividly saw Tour Eiffel, Taj Mahal, The Big Ben etc in 360 degree view using latest Google Street View images. While kids get curious and start imagining far-off places, they could also learn foreign languages in English, Cantonese and Mandarin and engage in conversations about the world to grow closer with their parents. Each time kids made a discovery by unlocking Wyeth’s world landmark Flashcards (Image Recognition enabled) across HK during their family outings and reading, they earned “Learning Miles” to redeem tools that further enrich their learning experience, including booking coupons, Family Day tickets and even a chance to visit a world landmark for real! Going even further to enhance the teaching of the world at kindergartens and homes, we introduced the concept “the world is our playground” using Wyeth’s App, mini-sized flashcards and world map so that teachers and students learn together in a totally new way and kids could start engaging with the world right in their own communities!

Many Hong Kong parents understand that kids are growing up in a globalized world but find it difficult to raise a ‘global’ kid! As a parenting partner, Wyeth made it their mission to inspire kids to learn about the world and help parents make it a fundamental part of early childhood development without breaking the bank. The content proposition “SEE the world at home” becomes the starting point and lens to the world through world’s famous Landmarks, extending children’s playground at home to the whole world and encouraging them to make discoveries that will spark their views of the world, in new eyes.

With kids exploring Wyeth’s world landmark flashcards every day, parents are now pleased to see their kids learn about the world! In just 2 months: - TOP 5 most downloaded education app ! - 20K+ app downloads in just 60 days, averaging 327 parents a day! - 60K+ Flashcards unlocked, 13 countries explored! - A total of 9,212,700 learning miles earned, that’s equivalent to 350 times around the world! Most importantly, the campaign has prepared HK kids to explore, learn and see beyond their small city and grow up in a big big world. - Press recommendations worth HKD674K! - Helped my kids understand the world – 97% agree - Wyeth is a trusted parenting partner – 99% agree - New users grew by+65%! - YTD Sales increased over 30%! - Campaign ROMI 26:1 !