Malaysian Media Awards Winners Showcase

2012 | |

Johnson’s Baby Tales Creates Magic

Advertiser: Johnson & Johnson Sdn Bhd
Brand: Johnson’s Baby Bedtime
Creative Agency: -
Credits: -

Challenge Johnson’s Baby has been a mother’s faithful companion and has helped her at every stage of motherhood. However with advent of several players in the Baby Care category, Johnson’s Bedtime range faced the challenge of not only maintaining it’s leadership but also getting new age moms to join Johnson’s family.

Solution Baby’s sleep is critical for both mother’s and baby’s well-being. Johnson’s 3-Step Bedtime Routine was proven to help babies fall asleep 40% faster. We needed to educate mothers on the Bedtime Routine and inculcate timely sleep habits in babies. We understood that babies imitate actions of their favorite animated characters. Media-Agency partnered with global leader, BabyTV, an ad-free channel, whose characters were scientifically designed to attract babies’ attention and we leveraged them to engage babiesfor the first time ever.

Execution We created special “Baby Tales” Babysodes using BabyTV characters. We educated mothers about the 3-Step Bedtime Routine which included bathing, massage and quiet time. Famous BabyTV chracter Draco loved his frothy bath, Pimba enjoyed a relaxing massage and Zoe fell asleep as she lay quietly next to her mother. Babies imitated their favourite characters. Johnson’s products were seeded in the babysodes and it complimented BabyTV’s lullaby programme. BabyTV characters became moms’ heroes and restored domestic harmony.

Results The campaign helped Johnson’s strengthen it’s leadership. Baby Tales was enjoyed by more than 52% of the urban target. During the campaign period Johnson’s Baby lotion sales grew by 74%, while the total Bedtime sales increased by 50.2%. Baby Tales once again proved that Johnson’s understand mothers best and is their close confidant.