The first phase, which rolled out in June this year, was aimed at helping Johnson’s Baby own the ‘sleep’ platform in China.
Based on the insight that most mothers on the mainland are unaware that they can modify and improve their baby’s sleep patterns, the online push launched with testimonials on Johnson’s Baby’s three-step regimen placed on babysleep.com.cn.
The second phase of the drive, which is due to launch in September, is based on the finding that many mothers, in spite of now knowing about the three-steps, are not following the plan.
Agenda, in conjunction with Lowe and OMD, has developed a slew of new content for mothers, as well as expanding the ages covered by the site.
With increased interactivity, the second phase will also include the launch of the BaoBao radio show — which will provide advice and feedback for mothers — as well as reality TV-themed webisodes featuring real mothers and their babies. These will cover a range of topics surrounding childcare.
A significant part of the campaign will include a social networking element, with mothers forming an online community to share their problems and solutions through blogs and forums.
“It’s clear to consumers that we really care about mothers and their quality of life, and that’s part of the Johnson & Johnson premise,” said Magdalena Wszelaki, Agenda VP of strategic planning.
“We noticed that the regimen was not being followed, so we wanted to improve on that in the second phase while at the same time expanding the audience targeted.”
The mothers chosen for the various testimonial elements in phase two will be selected from online, she added.
The second phase is slated to run until December.
