| Title | NIGHTLIGHT |
| Brand | JOHNSON AND JOHNSON |
| Product / Service | JOHNSON'S BABY |
| Category | C03. Web Service/App |
| Entrant | LOWE PROFERO Surry Hills, AUSTRALIA |
| Entrant Company | LOWE PROFERO Surry Hills, AUSTRALIA |
| Advertising Agency | LOWE PROFERO Surry Hills, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Matt Delprado | Lowe Profero | Creative Director |
| Tracey Barden | Lowe Profero | Art Director |
| Nathan Hanson | Lowe Profero | Developer |
| Richard Szalay | Lowe Profero | Technical Director |
| Agatha Bolla | Lowe Profero | Account Manager |
| Rebecca Skilbeck | Lowe Profero | Account Director |
| Barry Saunders | Lowe Profero | UX Strategist |
| Claude Moelan | Lowe Profero | Project Manager |
We built an online portal offering support, advice and comfort to new mothers when they need it most, late at night. The site features a live online chat room where mothers can ask questionss and leave their tips and suggestions. The site also features immediate live chat access to an expert nurse. A reading room was developed that provided a collection of articles to help mothers learn tools and techniques to help their baby sleep. In collaboration with the Johnson & Johnson team and leading pediatric sleep experts, a 3-step bedtime routine encourages better sleep patterns in just one week
56% of Australian new mothers visited Nightlight in 3-month campaign period with 30% of them ongoing visitors with no media. Average amount of time spent in the chat room was 7 minutes 59 seconds with 52% of visitors returning. 99.96% of social media comments were positive. From the annual Johnson’s Baby Brand Tracker 60% agree - “It makes me think Johnson’s Baby is a credible brand.” 58% agree – “It makes me feel good about Johnson’s Baby.” 60% agree - “It makes me think that Johnson’s Baby understands me.” 55% agree - “It makes me think again about Johnson’s Baby.”
Acknowledging the increasingly competitive and cluttered nature of the baby products market, Johnson’s Baby needed to provide consumers with a compelling reason to reconnect with the brand, Johnson's Baby asked us to conceive, create and implement a communications solution that could engage and reconnect the brand with its target market of young mothers. Our insight was when a newborn is struggling to sleep during the night, and normal support networks are asleep, night-time can be a particularly lonely time for new mothers. The solution was identify the spectrum of practical and emotional needs associated with the experience of being a new mother. By aiming to make Night Light the No. 1 online destination between the hours of 5pm-5am for mothers experiencing night routine challenges with their babies, we were able to deliver on Johnson Baby’s objectives of reinforcing the brand’s authority as a leader in baby care.