Results and Effectiveness

Brand awareness grew from 12% to 28%; conversion climbed to 51% from 12%; Benefits of soybean essence, nourishing skin efficacy and attractive price are the top reasons contributing to the high conversion rate; Leveraging Johnson & Johnson’s brand equity encouraged consumer consideration of Shower to Shower; Established Equity attributes of “Joyful Happy Family” and “Nourishing bouncy skin” scoring higher than competitors; 73% of users are older mums (children>6-years]; 40% of volume sales from competitive switching; Repurchase rate of 80% is high with skin efficacy, family use suitability and reasonable price as key drivers.

Creative Execution

The first stage was participant recruitment driven by in store point-of-sale and retail promotion campaigns. The second stage featured outdoor summer games to test the family’s ability to bond and compete. The games were developed to bring out family values and their children’s hidden talent, which often surprised and delighted the parents. The games included activities that required physical and mental responses as well as team integration in order to win. Each week two groups competed until families were eliminated until the final two families competed in the final show. Excitement built as viewers followed the contest through to the finals. Brand attributes and product benefits were communicated through the program concept, casting, values in game play, verbal references and impactful visual backdrops. “THAT’S COOL” aired in prime-time on China Central Television during summer holidays on CCTV-14, the national children’s channel of the national television network.

Insights, Strategy and the Idea

Johnson & Johnson launched a Shower To Shower “bodywash” for families with children aged 6 – 12 years with the promise of healthy skin benefits. The category is cluttered with well established brands and has intense television advertising competition. The product could differentiate through the brand attribute of “skin nutritionist”. Family is the centre of life for mothers with children 6-12-years. The child’s developmental stage is important due to China’s 1-child policy. Recognizing a mother’s pride in a healthy, happy family a TV game show concept was developed to bond the family and to unveil children’s hidden talents in an entertaining and hilarious manner. The program was created and produced for Shower To Shower. A key message, to be incorporated into the program and all below-the-line marketing activity, was about health, natural products and family bonding. Participants were recruited through public relations activities and TV station promotion.