Almost two months ago, Wyeth Nutrition took a big leap from the mother-focused angle and included the perspective of a father-to-be in its latest prenatal supplement micromovie: and as of this morning, it garnered close to 24,700 views.Â
As the spotlight of its latest campaign for Wyeth Materna, the 10-minute interactive micromovie features a couple who has been trying to become parents: viewers can choose to watch the ending from the man and the womanâ€™s perspectives.
Alexandra Lo, digital manager of Wyeth Nutrition Hong Kong, admits that the strategy was derived from the novel â€śMen Are from Mars, Women Are from Venusâ€ť and adds that this approach was to look at the side of the story that has been neglected for so long: the father’s.
â€śPeople donâ€™t think about this enough, but the father plays a really important role in pregnancy,â€ť she said. â€śWomen are always complaining about the other half and often donâ€™t see what their real needs are, so we donâ€™t want to ignore the men anymore.â€ť
Aside from the micro-movie, the campaign’s microsite also invites couples to share photos and information on how their lives have changed to prepare for a child and relays tips from its staff of registered nurses.
For the full story, stay tuned for Marketing Magazine Hong Kong’s July issue.