The campaign attempts to modify the attitudes of mainland mothers so that baby sleep routines are improved, and Johnson Baby products become an integral part of the practice. The drive enlists the help of ‘mom ambassadors’, who provide testimonials on the babysleep.com.cn website, about the three-step regimen that Johnson & Johnson is recommending.
Developed by Agenda, the campaign also features ‘BaoBao Radio’, a series of internet broadcasts that integrate subtle branding into a discussions on how to ensure that babies sleep better. While Johnson’s Baby leads the baby sleep category, the overall segment is small, says Johnson Baby marketing manager Kristy Chang. “This is to drive growth and insulate against competitive threat with a unique proposition,” she said. “Digital is a critical medium for mums.”
Agenda VP of strategic planning Magdalena Wszelaki said the campaign is also a response to the ‘mistakes’ mothers make when putting their babies to sleep. “Most think it is okay for the baby to have a very staggered sleep.”
The campaign also utilises banner ads, eDM, search engine marketing, PR and events, in addition to the core social media component. A TVC developed by Lowe has also rolled out, while Ogilvy PR handled PR duties.
Within one month of launching, the campaign had already seen database growth which has doubled expectations, with 30 per cent of visitors listening to an online radio show.
