In the competitive baby milk formula industry, each brand claims to be the very best. Wyeth wanted to position itself as an ally and thought leader in the parenthood journey, ultimately creating brand affinity and loyalty among educated mums.
Wyeth’s intention to become a thought leader would require more than a content plan. It would require more than talking at the audience but rather talking with the audience. It’s not enough to say do, but to help people understand why. For such a significant thought leadership campaign, on-ground activation is vital to engage with mindsets and build a real connection with the audience.
Malaysian parents tend to be overprotective, which often inhibits children’s learning journeys. This was an opportunity for Wyeth to become the progenitor of a mindset shift. Allowing kids to learn independently was therefore chosen as the theme of the #LetThemLearn campaign.
A series of content tools was developed in conjunction with experts, with close product association to the Wyeth S-26 GOLD GUM. Wyeth hit the ground with activation to shape an engaging two-way conversation with parents. Key parenting influencers were engaged in discussion. A special roundtable and activity-filled roadshow was part of the activation to fully engage the audience.
An increase of almost 20,000 new Facebook fans.
A 100% hit rate from quality news coverage from Tier-1 Malaysian newspapers and parenting magazines.
A Facebook engagement rate of 35.60% during the peak campaign months.
RM700,000 in total PR value.
44.7 million impressions on the campaign landing pages.