The Campaign

Studies show that 67.5% of moms transition their toddlers to family soap. Not realizing that their toddler’s skin is still developing. And harsh soap can cause dryness, irritation, and impeded proper skin development. Johnson’s has dedicated numerous years to understanding child skin care. They are the leaders in the liquid wash category. But the increase in mothers shifting form liquid soap to family soap has resulted in an alarming sales drop-off to -2% in early 2015. So Johnson’s wanted to produce an unusual educational campaign. One that would teach moms sharing isn’t always good. Especially when it comes to sharing family soap with their kids. The campaign was launched with The Sharing Story. A book about not sharing soap, hidden in a book about sharing. We spread the education through posters that showed moms how sharing isn’t for everything and could lead to harmful consequences. Like sharing hugs with a cactus or sharing a chocolate bar with a carnivorous reptile. And online, we released postcards mom could share with their kids showing when sharing is good and when sharing is bad. The campaign was such a success, Johnson’s Bath sales spiked up to +2% on its first few weeks of launch.

The Brief

The objective of the campaign is to ensure moms continue using Johnson’s Baby Bath. Moms give less attention to the skin needs of their child as soon as they reach the age of one year old. Our campaign aims to make more and more moms realize that attention to skin is still important when it comes to her growing child.

Creative Execution

The campaign was launched with The Sharing Story. A book about not sharing soap, hidden in a book about sharing. We spread the education through posters that showed moms how sharing isn’t for everything and could lead to harmful consequences. Like sharing hugs with a cactus or sharing a chocolate bar with a carnivorous reptile. And online, we released postcards mom could share with their kids showing when sharing is good and when sharing is bad. The campaign was such a success, Johnson’s Bath sales spiked up to +2% on its first few weeks of launch.

The campaign was an instant success. In its first few weeks of launch, Johnson’s Bath sales spiked up to +2%. The digital book showed that moms stayed to read the entire book, spending an average of two and a half minutes on the site. 15% of all visitors also downloaded the book.

Johnson’s found that most moms love to teach their kids the value of sharing. Not realizing that sharing can be harmful too. So we decided to create an unusual educational campaign. One that would continue to help moms teach their kids sharing is good, while simultaneously learning why sharing is sometimes bad.