Brand Marketing Cases, Insights, News & More!

Baby Tales to Restore Domestic Harmony

Agency: IPG Mediabrands

Client Brand: Johnson’s Baby

Challenge

Johnson’s Baby has been a mother’s faithful companion and has helped her at every stage of motherhood.

However, with the advent of several players in the Baby-care category, Johnson’s Bedtime range faced the challenge of not only maintaining its leadership but also getting new age mums to join Johnson’s family.

Insight & 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.

Johnson’s Baby was persuaded to partner with global leader, BabyTV, and leverage the allure of characters that are scientifically-designed to attract the baby’s attention…for the first time in Malaysia.

Case 5 – Branded Content on TV

Execution

IPG Mediabrands created special “Baby Tales” Babysodes using BabyTV characters. Mothers were educated about the 3-Step-Bedtime-Routine which included Bathing-Massage-Quiet Time.

Famous BabyTV character 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 program.

BabyTV characters became mom’s hero and restored domestic harmony.

Result

_The campaign helped Johnson’s strengthen its leadership.

_Baby Tales were enjoyed by more than 51% 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 her close confidant.

Source: IPG Mediabrands, Andrea.Mathew@mbww.com