The Campaign

Johnson’s Philippines created a Mother’s Day film inspired by the life of a first-time deaf mom. She communicates and comforts her baby through touch, showing how a mother’s love can be felt without words.

Creative Execution

We see the every day life of a typical mom. However, she seems to be ignore the cries of her child. But when the mom finally realizes her son needs her, she immediately rushes to comfort her child. Only then do we realize that the mother is actually deaf. So she expresses her love through touch. We end with the child cupping the mom’s face, reciprocating her affection. To start the conversation, we posted a teaser of the film asking moms if they worry about their shortcomings. We then released the film on the eve of Mother’s Day in the Philippines. When moms started sharing their own personal experiences, we paid tribute to them by featuring their stories on the Johnson’s Philippines Facebook page.

On Facebook, our Mother's Day film had the highest engagement rate among Johnson’s Philippines previous videos. It reached more than 6.7 million people – 30% of targeted Facebook users in the country. The film received 4.5 million views and got shared 34,000 times – 95% and 467% higher than other Mother’s Day ads in the same category. Our deaf mom’s story received over 151,000 reactions and 5,000 comments. The film even had people sharing their own insights and experiences about motherhood. Even if other brands uploaded their Mother’s Day tributes earlier, the film had similar success on Youtube with over 1.3 million views. All of this led to an ROI that’s 8 times more than the media budget.

Johnson’s Philippines created a Mother’s Day film to give moms confidence and reassurance that what they are doing is more than enough for their babies. By showing how a baby feels happy through mom’s touch, we paid tribute to the countless efforts of all moms in taking care of their children.