Hong Kong has the 4th lowest fertility rate in the world but this isn’t the case for young couples not wanting babies. Small and crowded living spaces, prolonged working hours and the competitive culture deprived their confidence to imagine becoming parents. As a supplement brand designed for pregnant woman, it poses a threat for Wyeth Materna’s business. But there is nothing sadder than not being able to fulfill family dreams. So we needed to help!

Introducing “A Message from your future baby” – we invited couples to enter into an inspiring emotional journey of parenthood, working on the premise that from the first moment you see and interact with your baby, your life is changed forever.

In just 6 weeks, +10,000 future babies were born that touched the lives of +180K parents-to-be, providing Wyeth Materna the opportunity to continue personalized conversations that helped the brand to grow by 96% YOY!

Through PC/mobile, we invited young couples to complete a self-evaluation on health condition, submit headshots to Materna’s Facebook Application and meet their future baby for the first time - virtual 3D image of what their baby would look like. On mobile, the baby gazed straight into the parent's eye (motion detection), drew them to the very first touch and laugh they won’t want to miss!

Through HK’s first mobile family studio (truck), new families could take their first family photo! Email messages from future baby further encouraged mums-to-be to start pre-natal nutritional care with the professional support from Wyeth Materna.

The sustained excitement effectively engaged young couples and strengthened their desire for wanting babies.

In just 6 weeks,

• +10,000 virtual babies were born, equivalent to 18% of 2013’s HK New born babies.

• 90% shared via Facebook that touched the hearts of +180K parents-to-be reached (equivalent to 16% of HK’s marriageable population)!

• +4,600 pre-natal tips from future baby read, EMD open rate +49%.

• Facebook Likes +285%. 20+ social bloggers also shared campaign stories on social media.

• Click rate for search keywords “pregnancy” +30% and “Wyeth Materna” +70%. Wyeth Materna became young couple’s most trusted pregnancy advisor.

• YOY sales also up by +96%!

Most meaningfully, future baby encouraged potential parents to take one brave step forward to embrace the joy of creating a family!

• 40% engaged couples we surveyed would plan for pregnancy in 3 years