• Campaign Objectives

- In view of the False Rumor circulated in parenting community, Wyeth was determined to change public perception on Wyeth Nutrition of causing infant Constipation, targeting mothers with babies aged 0-3.

• Yahoo! Solutions

Wyeth has developed a 360 degree creative strategy to raise attention of relevant, potential users and create buzz with Yahoo’s popularity. With digital platforms such as Yahoo pages , crazy ad etc. and Yahoo real time buss data, in addition to celebrity Sandra Ng, Wyeth has diffusingly emphasized its products’ benefit of improving intestine health and bursted the rumor successfully. It drove traffic to Wyeth video Content integrated in Yahoo OMG and created a new hot topic in town.

• Results

The campaign has enhanced overall CTR of Wyeth with an increase of 250% compared with last year.

Advertiser : Wyeth

Advertiser :	Wyeth Nutrition
Media Agency :	OMD
Creative Agency :	TBWA Hong Kong