Advertiser: Johnson & Johnson Sdn Bhd Brand: Johnson’s Baby Powder3 Creative Agency: Monster Interactive Sdn Bhd Credits: Ramakrishnan C.N (Executive Director), Neeraj Gulati (Director Social Media), Samantha Tay (Associate Director), Andrew Khong (Media Planner), Saki Goh (Group Brand Manager, Johnson & Johnson Sdn Bhd), Samantha Chan (Associate Brand Manager, Johnson & Johnson Sdn Bhd), Chong Yee Ee (IT/Digital Manager, Johnson & Johnson Sdn Bhd), Valerie Cheah (Account Executive, Monster Interactive Sdn Bhd)
Johnson’s baby Powder is the market leader, however it was facing a plateauing of sales of its ‘cooling’ variant. They wanted to refresh the ‘cooling’ variant of its powder range for a year- end boost to the sales by bringing back its occasion relevance amongst the urban mothers.
Malaysia is mostly humid with some heat thrown in between. Mothers tend not to apply cooling powder to kids in afternoon assuming it may not be so hot/humid after rains. This time is a me- time and online-time for them right before the kid comes back from school. We wanted to remind her of the weather outside and how vital it is to apply the powder on her kid before he goes out to play.
Media agency advised to turn digital banners into thermometers! It displayed REALTIME weather outside and our message was customized to this weather condition. When it was 30°C we flashed “don’t let the heat affect your kid’s playtime with JB Cooling Powder” and when it was raining we flashed “Prepare your kids before the sun comes out”. It was the FIRST TIME in Malaysia that integration of LIVE weather information with time and message was done.
The campaign reached 65% of the mothers. The CTR achieved was 211% above industry average. Johnson’s baby Powder market share grew 25%YoY to reach the highest ever market share in a shrinking category!