| Title | PROMAMA E-LEARNING MODULE |
| Brand | WYETH NUTRITION |
| Product / Service | PROMAMA |
| Category | D02. Use of Branded Content created for Digital or Social |
| Entrant | OMD HONG KONG Hong Kong, HONG KONG |
| Idea Creation | OMD HONG KONG Hong Kong, HONG KONG |
| Media Placement | OMD HONG KONG Hong Kong, HONG KONG |
| Name | Company | Position |
|---|---|---|
| Alexandra Lo | Wyeth Nutrition | Digital Lead |
| Stephanie Ho | Wyeth Nutrition | Senior Digital and Consumer Experience Manager, Marketing |
| Bobo Lau | Wyeth Nutrition | Associate Digital and Consumer Experience Manager, Marketing |
| Christa Ma | OMD Hong Kong | Business Director |
| Kathy Fu | OMD Hong Kong | Associate Digital Director |
| Emilie Cheung | OMD Hong Kong | Digital Manager |
| Helina Tang | OMD Hong Kong | Digital Planner |
| Anthony Lau | OMD Hong Kong | Strategy Director |
| Charlie Li | OMD Hong Kong | Communications Planner |
In Hong Kong, moms-to-be always want to be well-prepared long before the baby is born, but are often overwhelmed by the information scattered online, not to mention folk wisdom that are not scientifically proven. As a brand that stands by mothers, we wanted to curate a go-to hub to give moms-to-be more support throughout the journey to establish PROMAMA as the pioneering expert in maternal well-being, as an empathetic supporter, by • Crowdsourcing wisdom by mommy bloggers and aggregated under one umbrella • Aggregating PROMAMA’s wisdom that were once used to serve separate parties • Creating online lecture that helps answer pregnancy mysteries
Build Awareness & Advocacy • Partnering with Yahoo parenting site Mamibuy, we curated a Hong Kong-first e-Learning Module for moms-to-be. Powered by the collective wisdom (crowdsourced article) of moms and PROMAMA’s professional knowledge (messages and information from all PROMAMA platforms), the e-Learning Module streamlined all custom content under one umbrella and leveraged on Mamibuy’s network to recruit moms-to-be for product trials. Enhance & Support • In order to reach more moms-to-be, we maximized all Mamibuy’s channels (Facebook, Website, YouTube) to blast our message. To further amplify the platform, personalized syllabuses were tailor-made through programmatic buy, leveraging on Yahoo premium inventory and Brightroll to reach moms-to-be with different pregnancy concerns throughout the journey. Expand & Convert • With more moms-to-be engaged with our content, we were able to utilize the cultivated data pool of moms to build lookalike audience segments, reaching and converting them to offline trials.
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This is a media partnership in which media is one of the key executions of this campaign.
Targeting moms/ moms-to-be aged 25-44 who are preparing for or currently pregnant, who are looking for • Nutritional support throughout the journey (preparation, maternal and lactation) • The best for their babies with high quality nutrients • Professional opinions from expert regarding pregnancy via three main steps in order to maximise our content hub: (1) Build awareness & advocacy (2) Enhance & support (3) Expand & convert