Results and Effectiveness

Improved scores on enhancing mum & baby bonding, and being trustworthy / reliable brand (70+%) Work ‘n Pump video >1.8mm video views in first month >2.0mm related weibo posts in first month >200mm mums reached Her Village Co-op: First ever brand to partner in branded content segment within Her Village program Program investment delivered ROI of 445% - exceeding planned KPI Other: Increased Weibo fans by 120% in 5 weeks and by 460% within 6 months >2000 dedicated “Work ‘n Pump” locations uploaded to map App

Creative Execution

After listening to mums on J&J's i-mum community, created for sharing and exchanging advice, we knew how to act. A 3 minute video was streamed online through Youku (China’s biggest video site), and China’s top 3 Mum and Baby sites. Also, in office buildings, highlighting the nursing challenges facing return-to-work mums of newborns. On the official Weibo (biggest social platform in China) page of the i-mum community, mums could download re-usable post-its turning any private space into a temporary nursing room. An interactive map app was created for mums to share and upload locations of nursing facilities. Further raising awareness and advocacy, we partnered with top rating Hunan Satellite TV for a branded content segment on the popular talk show – Her Village – hosted by well known celebrity mum Yang Lan, who reflects the same values as our new mums. We leveraged our relationship with HNPSTV to recruit KOLs onto the program, including celebrity mums, to share their experiences and raise public awareness.

Insights, Strategy and the Idea

Johnsons Baby had long been the brand mums in China turned to for support and advice. However, as the lives and needs of modern Chinese mums evolved over recent years, together with increased challenge from emerging local brands, JnJ’s relationship with her also had to change. JnJ recognized this required an evolution in the way they engaged with consumers – moving from communications telling mums about the brand to demonstrating empathy and commitment through real action. JnJ understood life as a new mother is tough for every reason imaginable, but life as a new working mother holds even greater challenges. While pumping milk is an added chore in itself, workspaces in China rarely have private places to pump. Some mothers have been forced into hiding in storage closets and, even more saddening, abandoning breast feeding altogether. This frustration among mothers inspired the ‘Spare Space, Spread Love’ campaign.