The Campaign

Amidst a series of crisis since 2011, JOHNSON'S Baby has lost both trust and market share in China. The brand was keen to connect back with consumers and re-build its reputation. We wanted to achieve the goal that public can recognize that JOHNSON'S Baby is the partner of generations of moms, which always enhances the loving bond between mother and baby. In May, the first Mother’s Day was coming to all the new moms and they looked forward to having big celebration with hubbies and babies. Babies are too small to even say a word, but JOHNSON'S Baby got an idea to give those new moms a surprise by making babies to “tweet and express the love”. We created a social app on Weibo, the most popular social media platform in China. We selected 100 most active new moms among our followers, looked through their tweets so as to pick the cutest picture of their baby. Then we put all those into the social app to send moms a unique personalized animated GIF greeting card. We also made this app available to the public so that 3,000 more new moms received the surprise on their first Mother’s Day. With zero paid media investment, we earned 5.4 million impressions on social media and significant PR coverage on all the top local parenting websites. Weibo followers increased by 48% in one day. 93% moms showed loyalty to the brand and 95% said they would recommend JOHNSON'S Baby to others.

The Brief

We wanted to let public recognize that JOHNSON'S Baby not only provide best-for-baby products, but also ultimately enhance the loving bond between mother and baby. In order to achieve the objective, we decided to target those new moms and build an emotional relationship with them.

Results

JOHNSON'S Baby becomes the first brand that sends personalized social greeting to the Weibo followers. Total 3,000 new moms received the personalized animated GIF card and our Weibo followers increased by 48% in one day. With zero paid media investment, we earned 5.4 million impressions on social media and significant PR coverage on all the top local parenting websites. A post-campaign survey indicated that 100% moms were surprised and touched by the campaign. 100% moms shared with friends online and offline. Moreover, 93% showed loyalty to the brand and 95% said they would recommend JOHNSON'S Baby to others.

Execution

1. We selected 100 new moms among JOHNSON'S Baby Weibo followers few weeks before the Mother’s Day. 2. We looked through moms’ recent tweets, so as to pick the cutest picture of their babies and get to know their baby’s nickname. Then we put all those into the social app to make a unique personalized animated GIF greeting card. 3. On May 13, the Mother’s Day is coming. We took action to sending the 100 personalized greeting cards to surprise the 100 moms on JOHNSON'S Baby official Weibo, which was also witnessed by all the other followers. 4. Soon afterwards, we made our social app available to all the 300 million Weibo users, so that more people can join in and send surprises to more moms, and create a momentum together.

The Situation

Amidst a series of crisis since 2011, JOHNSON'S Baby has lost both trust and market share in China. How does JOHNSON'S Baby connect back with consumers and re-build the brand reputation?

The Strategy

When a baby is born, so is a mother. In May, the first Mother’s Day was coming to all the new moms. We realized this is one of the most special and emotional moments for them, and they looked forward to having big celebration with hubbies and babies. Babies are too small to even say a word, but JOHNSON'S Baby got an idea to give those new moms a surprise by making their wishes come true. We planned to create a social app in Weibo, the most popular social media platform in China. With only one photo, each baby can “tweet” a very personalized greeting and express the love to mom.