Creative Execution

Through PC/mobile, we invited young couples to complete a self-evaluation on health condition, submit headshots to Materna’s Facebook Application and meet their future baby for the first time - virtual 3D image of what their baby would look like. On mobile, the baby gazed straight into the parent's eye (motion detection), drew them to the very first touch and laugh they won’t want to miss! Through HK’s first mobile family studio (truck), new families could take their first family photo! Email messages from future baby further encouraged mums-to-be to start pre-natal nutritional care with the professional support from Wyeth Materna.

In just 6 weeks, • +10,000 virtual babies were born, equivalent to 18% of 2013’s HK New born babies. • 90% shared via Facebook that touched the hearts of +180K parents-to-be reached (equivalent to 16% of HK’s marriageable population)! • +4,600 pre-natal tips read, EMD open rate +49%. • Facebook Likes +285%. 20+ social bloggers also shared campaign stories on social media. • Click rate for search keywords “pregnancy” +30% and “Wyeth Materna” +70%. Helping Wyeth Materna became a trusted pregnancy advisor. • Sales +96% YOY! Most meaningfully, 40% engaged couples we surveyed would plan for pregnancy in 3 years

Hong Kong has the 4th lowest fertility rate in the world but this isn’t the case for young couples not wanting babies. Small and crowded living spaces, prolonged working hours and the competitive culture deprived their confidence to imagine becoming parents. As a supplement brand designed for pregnant woman, it poses a big threat for Wyeth Materna’s business. But more importantly, we believe there is nothing sadder than not being able to fulfill family dreams! So we needed to help by turning young couple’s desire for parenthood into actions. As every parent knows, although you feel its presence, it’s hard to imagine the impact and the love until the baby arrives. So we created “A Message from your future baby” and invited couples into an inspiring emotional journey of parenthood. Every step of the campaign motivated couples to interact and co-create content with Materna using intimate and personalized digital platforms.