Over 3 months of online social listening, we converted real stories into an interactive micro-film depicting the two voices of a married couple that many could relate to. The story unfolded on parallel scenes where viewers could ‘instantly’ switch to the opposite gender’s perspective on the same video. So husband and wife can hear each other’s thoughts!

With search keywords tailored to both genders, web users were directed to Materna’s website where husbands and wives have their ‘own’ dedicated section to access tips, share personalized encouragement (SMS sign-ups) for playing their part and be awarded a “Baby Making” Trip!

In just 8 weeks,

- The micro-films and infomercials were watched over 582,800 times (views). Audience composition was a balance F52:M48 in gender split.

- Yahoo! Search Buzz for Wyeth Materna also surged by over 200% on weekly basis during the campaign! Popular social influencers who resonated with the campaign also shared on Facebook (8,900+ likes).

- With 530+ user-generated-content received, 154 people signed up for weekly SMS tips (1,232 sent).

- 98% surveyed agreed a strong nutritional foundation is important.

- 97% are also willing to recommend Materna to their friends.

- Sales grew by 28% in 4 weeks