Competing fiercely in Hong Kong, Wyeth needed to gain parents’ trust as a “parenting partner”.

Wyeth saw an ‘untapped’ opportunity for a centralized online platform where parents could learn from others’ experiences – the everyday surprises of watching children develop something new that are usually UNSEEN by the outside world.

The “Learning Surprise VIDEO Library” is introduced to create a permanent inspirational channel with authoritative VIDEO references to answer children’s early development questions.

In just 3 months, 440+ videos collected that generated 80,000+ monthly site-visits. New trials +64% and sales +20% - the biggest ROMI in 3 years at 19:1!

We captured parents’ emotions by showcasing heartwarming films featuring kids’ everyday learning surprises. These reminded parents of their own kids’ performance and strengthened their desire to share their own stories.

Once parents uploaded a video, we sent their kids their FIRST ‘name-cards’ embedded with a QR-code linking directly to their videos to inspire others. This sparked interactions as people started scanning the children’s name-cards on mobile and extended their conversations in social networks that motivated more participation.

To better learn from the VIDEO library, we ‘proactively’ responded to parents’ videos with positive feedback via Wyeth’s Early Childhood Specialists who analyzed the kids’ videos in 4 Key Developmental Areas (Observation, Cognition, Physical Vitality & Immunity) to highlight Wyeth’s functional benefits.

Videos were organized by ‘age’ and ‘gender’ helping parents to easily search for relevant content to benchmark their child’s performance and enabling them to ‘see’ stories often only heard through word-of-mouth.

With more videos uploaded everyday, parents now have a permanent video library to learn from others’ experiences – a new community that is capable of ‘self-sustaining’!

In first 3 months,

+440 videos collected from time-scarce parents (+47% over target).

+80,000 site-visits monthly, averaging 5-min time spent

Keyword 學習驚喜 (learning surprise) populated with Wyeth’s content in Yahoo and Google

HK$500,000+ Free Press

Most importantly, Wyeth is seen not just as a product but a partner in the early childhood community.

New Trials up +64%

Sales +20% vs year ago!

Strongest R.O.M.I of 19:1 in 3 years!

No.1 in BUMO.