The 'Golden touch golden mom' positioning, the backbone of all Johnson's Baby campaigns prior to the Olympics, is spearheaded online for the first month of the three-month drive, with TV and print to follow.
Revolving around an online site developed by Agenda and hosted by sina.com, the site, goldenmom.sina.com.cn, will feature a blog of Ge's story as an Olympian and a mother. She will also be involved with future campaigns in the lead-up to the games.
According to brand chiefs, mothers across China will be asked to submit their own inspirational stories online or via mail, with users voting for the best stories each month. The final winners will be chosen by a panel of judges at the conclusion of the campaign.
"The penetration of mothers online is higher than average, as it's a place many of them turn to for information on motherhood," said June Bu, marketing director, J&J China. "The face of Johnson's Baby is every mother, and Ge Fei brings to life our participation in the Olympics."
The online portion of the campaign will include a heavy focus on interactivity, essentially creating a community site which will allow J&J to deepen the connection it shares with consumers. "Our target audience, urban mums with medium- to high-income, are highly web-savvy," said Eric Ng, J&J regional client servicing, Agenda. "Most Chinese mums are frequent web users, and we know that the internet shapes their shopping choices."
The Johnson's Baby positioning was developed on a macro level by Ogilvy & Mather, which won the brief in a five-way pitch involving roster partners Lowe and McCann Erickson, along with JWT and TBWA (Media Online, 19 April). Of the other agencies involved, Lowe is handling TV , Momentum will look after events and BTL, Ogilvy will oversee PR and OMD will handle media.
