Wyeth Nutrition leveraged on Yahoo’s latest “emotional news” portal to shine light on the importance of teaching children to love.
Riding on the statistic of children’s happiness dropping to a three-year low and the trends of tiger moms – or rather, moms who are heavily influenced by the hypersensitive education system – Wyeth Nutrition made a series of videos to emphasise the importance of social-emotional development rather than turning children into knowledge robots.
Through a series of videos depicting the real interactions between moms and children, the campaign encourages the importance of knowledge learning, emotional learning and, eventually, learning to love.
The initial interviews and preparations were launched to drive interest. The videos were pushed to be the talk of town as rotating native content in Yahoo’s “心情新聞” to seamlessly blend in the TVC and branded message and create awareness and maximise reach.
10 related articles from “心情新聞 were also highlighted to be featured on Yahoo 心情人氣, which includes a separate portal of its own as well as a branded 心情人氣 bar on prominent Yahoo pages. All selected articles contained emotional stories i.e.: <<一張急診室醫生扶牆跪地照 網友們心都碎了>> and <<母愛超越陰陽界！聽見微弱呼救聲 警方救出女嬰>> Smart content is also embedded onto the banner to direct traffic to the brand’s posts to boost their attractiveness.
Positive comments were posted on Wyeth Facebook, not only from real mums but also from KOL such as 陶傑 , publications, online pages, and so on.
Total earned media was equivalent to $288K media value.
1,100+ kid’s drawings of family portraits were collected within 3 weeks.
Online trial increased by 2000% after campaign launch (May 2015 vs Apr 2015)
Kids Learn to Love Campaign won the “Best Content Marketing Campaign-Outstanding, Best Integrated Campaign-Merit, Yahoo BIC Award-Merit and North Asia Best Content Marketing Campaign-Merit Awards
Advertiser : Wyeth Hong Kong
Media Agency : OMD
Creative Agency: B.L.O.O.D.
Campaign : The Bread Digital
