Malaysian Media Awards Winners Showcase

2011 | |

Erra Becomes a Soul Sister to Mommies

Advertiser: Johnson & Johnson Sdn Bhd
Brand: Johnson’s baby
Creative Agency: Lowe Malaysia
Credits: Ramakrishnan C.N (Executive Director), Samantha Tay (Associate Director), Jade Chong (Media Manager), Saki Goh (Group Brand Manager, Johnson & Johnson Sdn Bhd), Grace Teoh (Associate Brand Manager, Johnson & Johnson Sdn Bhd), Ong Bee Lin (General Manager, Lowe Malaysia), Irene Thng (Managing Consultant, Bridges PR & Events Sdn Bhd), Micheal Ang (Director, Box Lite Film Sdn Bhd)

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Johnson’s baby has been facing stiff challenge to maintain its leadership position in a very staid category seeing an influx of smaller brands. Johnson’s baby needed to showcase its overarching superiority over others to the moms and moms-to-be by connecting with them in a deep emotional way and create talkability.

New mommies have thousands of questions during their motherhood and need a confidante, to who they could turn to during their journey. Mommies trust recent mommies the most and look up to ICON MOM. We decided to use Erra Fazira, a popular ICON, who had just given birth and is now an experienced mom who has gone through the same phases and would be the best soul sister to hand hold them in their journey.

8 episode, 30min branded talk show called TIKTOKTIKTOK Bayiku was created. The episodes saw Erra chatting up with Mommies, Role Models & Experts while taking them from pregnancy to husbands role to problems of working mothers. Each episode was designed to showcase a product from Johnson’s baby portfolio via guidelines and address Q&A’s from audience. All the while the brand was seamlessly integrated into the program based on occasion, lifestyle and mindset context.

The program got a peak rating of 10.6TVR and was one of the highest rated programme in fringe time on TV9. Johnson’s baby remained unchallenged as the No.1 brand amongst mom with baby with highest Brand Equity Index. Johnson’s baby managed to push the envelope to grow sales by 4.5%.