Do You Feel What I Feel?

The Results

Impact

#9 → #7
Market Share Ranking

+3.83%
Market Share Growth

3 Years
Brand Platform Lifespan

¥100M+
Annual Revenue Milestone

"81.74% of Chinese babies experience minor sensitivities — but only 5% of mothers rank it as their top concern. The gap became our strategy."
— Babytree Research, 2018 (n=2,114)

The Challenge

Problem Statement

SuperNan3 is a partially hydrolyzed formula that prevents infant allergy — but mothers saw it as medicine, not prevention.

Key Challenges:
• High knowledge barrier — "H.A. hydrolyzed protein" means nothing to parents
• Invisible symptoms — babies scratch, cry, can't say why
• Weak category position — stuck between regular and prescription formulas at #9

Product truth: "Prevents allergy"
vs.
Consumer reality: "It's normal — baby will outgrow it"

The Solution

From "Explain" to "Feel"

Do You Feel What I Feel? — Stop explaining hydrolyzed protein. Let parents feel what their baby feels.

Three Pillars:
• Brand film shot from baby's POV — internal monologue of infant discomfort
• Multi-sensory experience center — simulated skin irritation, distressed heartbeat, blurred vision
• Children's Day launch across iQiyi and Tencent Video

"The best brand communication doesn't tell consumers how good the product is — it makes them feel how real the problem is."
— Gordon Cheng, Creative Director

The Process

1. Consumer Insight

Ipsos FGD + Kantar U&A revealed: mothers dismiss allergy symptoms as "normal growing up." The core gap — they can't feel what their baby feels.

2. Brand Strategy

Repositioned from "tech-led" to "empathy-led." Developed 4 creative directions; winning concept: baby POV emotional narrative as 3-year platform.

3. Experience Design

Designed multi-sensory offline space simulating infant allergy through touch (skin irritation), sound (distressed heartbeat), and vision (blurred discomfort).

4. Launch & Scale

Brand film + experience center + Children's Day campaign. Cross-platform distribution on iQiyi and Tencent Video. Platform extended to 3 years.

Brand Film

Project Gallery

"Design is not about delivering information. It's about creating sensation."
— Project Retrospective

Takeaways

What Worked

• "Feel" beats "Understand": Once parents physically experienced allergy discomfort, they didn't need convincing

• 3-year platform, not 1-time campaign: "Do You Feel What I Feel" became a scalable narrative framework

• Offline experience as brand asset: The sensory center was more persuasive than any TVC — bodies remember what minds forget

What I Learned

"The most powerful way to change behavior isn't a 30-second ad. It's letting people feel it with their own body."

This project was the turning point from advertising creative director to interaction designer. The same principle later drove JOYCUBE (spatial brand experience) and Drink Like David (physical computing ritual).

Next time: Build data capture into the experience — measure empathy through biometrics, not just surveys.