• Campaign Objectives

- In view of psychological problems faced by lots of prenatal parents, Wyeth aims to expose the full range of Wyeth Materna Supplement to “Parents-to-be” and bridge the map gap of male and female who have different thoughts and attitude towards pre-natal preparation.

• Yahoo! Solutions

Wyeth has developed a 360 degree search strategy with digital channels as the backbone, creating buzz around “想生BB”. Yahoo search scene was integrated into the 2 versions of micro-films and tailor made ad-texts and keywords were designed for better target audience reach and engage married couples by providing emotional and professional support. The campaign was more effective with an intact search strategy by having distinct Yahoo Search Bars with brand keywords on all offline and online materials

• Results

Micro-films & infomercials had gained more than 580,000 views online and Yahoo Search Buzz for Wyeth Materna had a weekly increase of 200%.

Advertiser :	Wyeth Nutrition
Media Agency :	NMC Interactive Limited
Creative Agency :	Wunderman | AGENDA Hong Kong