It’s not easy to notice the early pregnant women, this is due to it’s not obvious in the first three months of pregnant period. What’s more, in Chinese custom, it’s not ominous to tell others at this period of time. Although the embryo is very fragile as well as invisible, they are not able to get especially caring.

On this occasion, we create a symbol for the Invisible Mum to make them visible. Firstly, we invited the glass statue artist to forge the first one-to-one size glass artwork like the real person——Invisible Mum. We put the Invisible mum in the crowd gathered place to attract people to scan the QR code on it. When Invisible mum take the emoji mask, no need to open mouth. Everyone will know she is pregnant. This campaign use emoji for main creative elements to call on audience to protect and help early pregnant women.

To create the Invisible Mum, we collaborated with the curator of China’s first glass art gallery, to forge a one of a kind, one-to-one size glass artwork.

We then placed the Invisible Mum in Hongqiao Plaza, a fashionable shopping district of Shanghai, to launch the campaign on May 8th, kicking off an online campaign that ran from May 9th to May 30th.

When the crowd gathered around the Invisible Mum, they could scan the QR code, accessing more information on an H5 site, and apply for a customized emoji mask to draw attention to the issue.

Online touch points were limited to Wyeth MAMA Wechat, BBS, and Wyeth MAMA club loyalty program.

The campaign succeeded in creating buzz about this overlooked topic, and creating enhanced brand awareness and favorable impression of Wyeth MAMA. The Invisible Mum was indeed no longer invisible.

? Views on mother-to-child APPs?16,425,624 times

? Views on Wechat?226,937

? BBS comments?303,598

? Unique users participation?16,652,561