In the mother-to-child nutrition market in China, Wyeth MAMA is a market- leading premium brand making a tremendous investment in product quality and innovation. But on the shelf, the functional benefits appear the same as competitors, and the category is increasingly cluttered with market entrants via online channels, gradually grabbing market share and reducing loyalty.

To drive loyalty and recruit new customers, Wyeth decided to forego the traditional approach, and start a relationship with young mothers during pregnancy.

Our objectives were to drive brand awareness and brand love among young pregnant women in China, by resonating with their needs and concerns during this vulnerable period of motherhood.

The Invisible Mum campaign started with a glass sculpture in high traffic areas, and directed people to discover emoticons that educate on the challenges of invisible pregnancies, a new language to start the conversation without breaking the taboo of the local cultural superstition.

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.

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.