Earlier this year when gathering at the office was a must, we had a chance to study the maternal life before the child was born while working on Similac Mom.
The following content is a part of a digital campaign that Golden Digital once proposed to Similac Mom. (Unfortunately, we did not crack the case).
The brief was to strengthen the SMART Platform by re-affirming Similac Mom as a trustworthy nutritional source for baby’s brain development from fetus.
According to science-based researches, the first 1000 days is the golden era to bring the child a strong start, help the child to grow healthily with high IQ. This is a very important milestone for their brain’s development and also to mom who has been trying the best to welcome a new family member.
That leads to one of our ideas (the one I was in charge of most of the writing):
The Invaluable Milestone
The moment mom knows about her pregnancy is an invaluable milestone that makes her life turn upside down. Everything mom used to want is replaced by her hope to give the best to her child, to be smart and healthy. She is willing to overcome many pressure, tiredness as long as the baby is comprehensively developed.
Not only providing essential nutrients for the baby’s physical and intelligence for 9 months and 10 days, Similac Mom is also a companion, helping mom to be ready to welcome baby – her invaluable milestone and help baby’s brain develop in the golden milestone of her/him – 1000 first days.
(Now that everything’s done, I’m thankful for some of the research I made before to propose some taglines for Merries Baby back when I was in Dinosaur Vietnam.)
The execution of this idea has 4 main parts spreading in all channels that can easily approach moms.
First, to gain attention, we launch a series of 6-second videos demonstrating the significant contrast of before-pregnancy and pregnancy life – the change of having an Invaluable Milestone.
The tiredness featured in these videos is to motivate moms that these signs represent the baby is developing healthily and smartly. Let’s cherish this Invaluable Milestone.
These bumper ads will lead moms to the Simimom Club WebApp which will go through the rest of the strategy.
Included in the Simimom Club WebApp are photo contest “My Invaluable Milestone” for moms to capture invaluable milestones throughout the journey, livestreams with experts, the Simimom Prenatal Class and quizes for moms to get useful prizes.
chau huynh 
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