The Brand Objective

When it comes to choosing the right nutritional products for their children, parents only want the best. With buying preferences becoming diverse and more unpredictable, and consumers being in a constant state of decision paralysis, convincing them of a product’s superiority over its competitors comes with a whole bunch of challenges. Wyeth Nutrition, known for industry-leading nutritional solutions, faced similar roadblocks in strengthening their position in Indonesia’s highly competitive market. In order to boost awareness about its scientifically advanced solutions and drive purchases for its premium product, the S-26 Procal GOLD, Wyeth Nutrition decided to provide play-act based on scientific learning to feed kids’ imagination. The brand provided a progressive learning kit on purchasing S-26 Procal Gold for parents that instigates the little doctor in kids. The idea was to empower parents to #NurtureTheExceptional in their children and thus stand out in the highly cluttered digital space. With this goal in mind, the brand wanted to launch a campaign with the following objectives: 1. Resonate with Indonesian parents, emphasising on the importance of good nutrition in fostering child development. 2. Establish product superiority and influence purchase intent through innovative mobile-first advertising. 3. Partner with a technology provider to drive full-funnel impact through unique, scalable and measurable solutions.

The Solution

Wyeth Nutrition partnered with Dentsu and InMobi to create an interactive activity on mobile. Leveraging the power of rich media and going beyond the limits of cookie-cutter advertising, the brand achieved its objectives though the following steps:  Identifying high-intent cohorts with InMobi-Gojek Audiences  With InMobi-Gojek Audiences, the brand identified over 20 niche audience segments such as 'grocery store visitors', ‘health and fitness enthusiasts’ and 'millennial moms.' With access to rich demographic, appographic and behavioral data, Wyeth Nutrition was able to identify potential consumers with the highest affinity for conversion, across Android devices. 

Driving conversions through gamification 

The campaign was built on deep consumer insights and executed through a gamified mobile ad campaign for maximum impact.  The brand delivered a rich-media gamified interstitial that urged mothers to invite their little ones to learn to become a doctor and enabled them to download their child's doctor ID card as a token of remembrance of their learning efforts.   

The game begins with the child being given three options to immunize a patient. The child has to choose from a thermometer, syringe and a medical hammer, thus using cognitive thinking in order to pick the right tool. For a successful attempt, the child must choose the syringe, inject it and apply a band-aid to complete the immunization. This gamified experience gave wings for children to “learn by doing” and explore the opportunity of becoming a doctor.   The experience concluded with the visual of the S-26 Procal GOLD, its key benefits, and the “Buy Now” CTA leading to the Wyeth Nutrition website. There was also an additional gratification added for each purchase of this milk product – a complimentary “Little Doctor” play kit. 

Measuring campaign performance through brand lift study

To measure the campaign performance, Wyeth Nutrition conducted a brand lift study and saw a significant lift in awareness, ad recall, and post-view action.