CASE STUDY: Pfizer Nutrition creates video-sharing library for proud parents

Background

Parents are often pleasantly surprised by how their kids manage to master new capabilities 'overnight'.  These learning surprises reassure parents that they have been doing the right job in providing their kids the best learning environment possible through proper nutrition and parenting.

“Every parent would enjoy watching their little ones indulging in learning wonders," said Clarence Chung, general manager, Pfizer Nutrition Hong Kong, "this video library would be a valuable knowledge for parents to see Hong Kong’s kids learning wonders and surprises to inspire each other."

Aim

Wyeth Gold set out to provide parents a ‘window’ of resourceful videos of kids’ amazing learning abilities. The online platform, the ‘learning surprise video library’, is dedicated to capturing the developmental progress of children aged 6 months to 7 years, by allowing parents to share their unique experiences.

Execution

A video invitation was rolled out on 21 May across a broad network of websites, where local radio DJ Leo Chim invited parents to share videos of their kids’ learning wonders and describe why the performance was beyond their expectations.

Since its launch, Hong Kong parents have been sharing videos through the Wyeth Gold Facebook site.

Parents of the most shared videos will be rewarded a personalized digital card that embeds the video of the children’s exceptional learning ability, which parents can further distribute to inspire others.

In the weeks to come, Chim will share video highlights and speak to health care professionals to get their observations and advice.

Results

In the five weeks since it debuted, ‘Wyeth Gold learning surprise library’ has received more than 130 videos with more than 69,000 views. The campaign will continue until the third quarter of 2012.

OMD and Agenda Hong Kong are the agencies responsible for the campaign’s media planning and buying duties and creative development, respectively.