The Brief

“A message from your future baby” aimed to alleviate Hong Kong young couple’s reluctance to start a family, based on the insight that from the first moment you see your baby, your life is changed forever. To encourage couples, maternal supplement brand Wyeth Materna invited couples to enter into an inspiring emotional journey of parenthood. Every step of the campaign motivated couples to interact and co-create content (future baby 3D image and sharing) with Wyeth Materna. Through the process, it provided opportunity for the brand to learn about mums-to-be and delivered personalized email messages. Key direct elements that triggered consumer‘s responses included: 1. Spontaneously complete a self-evaluation form on pre-natal nutritional condition to participate in the campaign 2. Submit their own photo to create and see their future baby 3. Generate a family photo via mobile truck and share on social media 4. Provide contact details for personalized email messages

Creative Execution

Working on the insight that from the first moment you see and interact with your baby, your life is changed forever, we introduced “A Message from your future baby” - an inspiring emotional journey of parenthood! Young couples were invited 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! We also made happiness collectible. With HK’s first mobile family studio (truck), new families could take their first family photo! Email messages sent from their future baby further encouraged them to take a brave step forward - that is to start pre-natal nutritional care with the professional support from Wyeth Materna.

Describe the creative solution to the brief/objective.

Due to practical barriers, young couples struggle to imagine becoming parents. To them, happiness of having a family always comes with a price. But as every parent knows, although you feel its presence for 9 months, it is hard to imagine the impact and the love until the baby actually arrives. So we needed to bring the joy of parenthood to life to overcome the growing reluctance of starting a family. We turned to digital and outdoor media to promote intimate and personalized interactions that provided opportunity for Wyeth Materna to learn about mums-to-be and deliver personalized email messages.

Results

The sustained excitement effectively engaged young couples and strengthened their desire for wanting babies. 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 from future baby 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%. Wyeth Materna became young couple’s most trusted pregnancy advisor. • YOY sales also up by +96%! Most meaningfully, future baby encouraged potential parents to take one brave step forward to embrace the joy of creating a family! • 40% engaged couples we surveyed would plan for pregnancy in 3 years