The Background

There are a variety of online and offline classes targeted towards moms or pregnant moms. However, it is quite rare to see a class design to educate future dads. In this century, everyone has a part, a dad can be a part of the pregnancy journey as much as a mom.

Since new dads don’t usually know how to take care of a pregnant wife or newborn babies, Aptamil is the 1st brand offering a Dads Club to support them in this new journey of life. Apta 剖腹產神隊友速成班 not only provide moms and babies with a unique formula and solution, it also supports dads to become a “God Teammate” by providing them with practical skills and emotional support. Through Apta 剖腹產神隊友速成班, dads will be able to enroll in classes offered by experts from different field, such as post-natal care worker, dietitian and psychologist.

The challenges for this campaign are the public’s awareness of the brand is weakening and there are more competitions in the market. Furthermore, there is a lack of meaningful word of the month (WOM) and engagement coming from new moms.

 

The Objective

• To increase awareness for the brand amongst the pregnancy community by providing educational content on new topics of discussion in the field
• To create noise in the market as the first “Papa class” in Hong Kong
• To gather preferences and possible behaviour habits for each segment of moms and to identify their needs

 

The Solution

• Extensive research indicates that fathers are increasingly involved in caregiving and healthcare decision-making, facilitated by online consultations and evolving societal attitudes. This campaign builds upon these positive developments, reinforcing the importance of fathers' involvement in their children's well-being. By actively engaging dads-to-be through the "papa class" initiative, the campaign creates a nurturing environment and strengthens family bonds, setting a positive example for future generations of equally involved and caring parents.

 

• A comprehensive user journey was developed to understand and engage with parents effectively. The educational videos featuring local artist Johnny Hui were specifically crafted to effortlessly engage with local young parents, leveraging Johnny's positive family man image. Individual campaign sites and WhatsApp communication journey were designed to facilitate the overall campaign experience and integrated multiple online touchpoints.

 

• The "Papa class" offers technical support, educational information, practical skills, and emotional support for dads-to-be. The content covers diverse topics from different fields, emphasizing that fathers can be strong teammates to moms. The presentation style adopts an entertaining approach similar to a TV talk show, making it engaging and captivating. Johnny Hui's involvement as the host of the live videos adds credibility and relevance to the content.

 

• The campaign incorporates a registration process, live classes, quizzes, and surveys, providing participants with a customized journey. Multiple reminders are sent throughout the process to ensure engagement and completion. By completing the quiz and survey, participants become eligible for receiving gifts, further incentivizing their active participation and thus closing the loop on the overall journey

 

The Sparkling Spots

• The first live class for dads offered in Hong Kong
• The theme of papa class is “God Teammate” that is mainly focus on C-section contents
• A variety of contents from different fields are offered for dads-to-be to show that they can be a strong teammate to moms, and also provide practical skills and emotional support for dads-to-be
• Johnny Hui (強尼), with the positive image as a family man, has been selected to host the live videos
• The presentation style of the content resemble a TV entertainment show instead of a classroom setting to make it more interesting
• A seamless customised journey is developed for participants, beginning from registration to quiz completion with multiple reminders in between

 

The Result

• Classes were registered by more than 2,300 participants
• Quizzes were completed by more than 2,200 participants
• Recruited almost 1,000 new members