Creative Execution

The campaign was called: The Nine-Month Date. Each film featured a trimester of pregnancy, as narrated by an animated baby. The baby talked about her daily dates with mom. Showing the things she likes to eat (to show cravings), the things that are good for her (milk) and bad for her (high heels), her kicks upon discovery of her growing legs and their many other shared experiences of growth. Though it was a fun, animated film, the exact scientific development of an embyro was followed. Showing the proper formation of fingers and toes, to when its gender is revealed.

The campaign launched with three online films and zero ATL support. During this time, activity on their Facebook page soared from 22k engaged users to 1.9M users. The most viral video reached 2.1 million users, largely attained through organic views. Likes quickly translated to purchases with Anmum Materna recording its highest ever brand sales. But the greatest success of the campaign was the overwhelming amount of love from mothers who cried, gushed and said they watched the videos with their husbands over and over again.

When it comes to pregnancy, doctors know best. This is why most pre-natal milk brands bombard moms with scientific information from medical experts. In fact fetal development is often shown the same way: through charts and sonograms and vitamins going into an embryo. So Anmum Materna, the local market leader, wanted to break through the scientific clutter and talk about pregnancy in a more intimate way. Instead of a medical expert’s perspective, the brand showed growth from a baby’s perspective. And instead of medical speak the brand adopted the language of love. After all, the brand understands that development isn’t just about Folate or DHA, it’s about a mother’s love and the many sacrifices she has to make.