Results and Effectiveness

With more videos uploaded everyday, parents now have a permanent VIDEO library to learn from others’ experiences – a ‘NEW’ community that is capable of ‘self-sustaining’! In first 3 months, •+440 videos collected from time-scarce parents (+47% over target). •+80,000 site-visits monthly, averaging 5-min time spent •Keyword 學習驚喜 (learning surprise) populated with Wyeth’s content in Yahoo and Google •HK$500k+ Free Press Most importantly, Wyeth is seen not just as a product but a partner in the early childhood community. •New Trials up +64% •Sales +20% vs year ago! •Strongest R.O.M.I of 19:1 in 3 years! •No.1 in BUMO.

Creative Execution

We captured parents’ emotions by showcasing heartwarming films featuring kids’ everyday learning surprises. These reminded parents of their own kids’ performance and strengthened their desire to share their own stories. Once parents uploaded a video, we sent their kids their FIRST ‘name-cards’ embedded with a QR-code linking directly to their videos to inspire others. This sparked interactions as people started scanning the children’s name-cards on mobile and extended their conversations in social networks that motivated more participation. To better learn from the VIDEO library, we ‘proactively’ responded to parents’ videos with positive feedback via Wyeth’s Early Childhood Specialists who analyzed the kids’ videos in 4 Key Developmental Areas (Observation, Cognition, Physical Vitality & Immunity) to highlight Wyeth’s functional benefits. Videos were organized by ‘age’ and ‘gender’ helping parents to easily search for relevant content to benchmark their child’s performance and enabling them to ‘see’ stories often only heard through word-of-mouth.

Insights, Strategy and the Idea

Competing fiercely in a city of 7M population with only 0.73% birth rate, Wyeth needed to differentiate itself from over 15 competitors in Hong Kong. Just getting Wyeth on the parents’ radars wasn’t enough, we needed to go beyond ‘functional claims’ to engage parents and gain their trust as a “parenting partner". HK parents are hungry for parenting resources that help children build a strong foundation. Though these are accessible online, we realized what parents missing was a “centralized” platform to learn from other children’s learning achievements – These are not the super “talents” but everyday surprises of watching children developed something new that are usually UNSEEN by the outside world (untapped opportunity). In a media first, Wyeth introduced the “Learning Surprise VIDEO Library”, an online resource for parents to share/learn from other kids’ developmental advances, creating a permanent inspirational channel with authoritative VIDEO references to answer children’s early development questions.