MOMMY WHERE IS MY ROOM? by UM for Johnson's Baby

Adsarchive » Promo , Case study » Johnson's Baby » MOMMY WHERE IS MY ROOM?

MOMMY WHERE IS MY ROOM?

Pin to Collection
Add a note
Industry Baby Hygiene
Media Promo & PR, Case study
Market Malaysia
Agency UM
Released August 2011

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: JOHNSON & JOHNSON MALAYSIA
Product/Service: BABY CARE PRODUCTS
Media Agency: UM MALAYSIA, Petaling Jaya, MALAYSIA
Executive Director: Ramakrishnan CN (UM Malaysia)
Business Director: Samantha Tay (UM Malaysia)
Digital Director: Neeraj Gulati (UM Malaysia)
Search Director: Ullas Sahadevan (UM Malaysia)
Search Manager: Raymond The (UM Malaysia)
Senior Planner: Andrew Khong (UM Malaysia)
Media Planner: Diyanna Wahhidin (UM Malaysia)
Media Planner: Low Soo Yong (UM Malaysia)
Brand Manager: Goh Sa Ki (Johnson & Johnson)
Brand Manager: Grace Teoh (Johnson & Johnson)
Marketing Director: Soo Woon Yee (Johnson & Johnson)
IT Consultant: June Tee Sook May (Johnson & Johnson)
Digital Manager: Chong Yee Ee (Johnson & Johnson)
Account Director: Leonard Heng (Bridges PR)
Account Director: Tieh Pui Yen (BBDO Malaysia)
Head of Digital: Lynette Cheng (Proximity Malaysia)
Managing Consultant: Irene Thng (Bridges PR)
Assistant Manager: Andreas Olsson (Fox International Malaysia)
Media placement: Online Teaser - Facebook - 11th Dec
Media placement: App launch - Facebook -  

Insights, Strategy & the Idea
Johnson’s baby has been a constant companion for mother’s the world over. However, new mothers are spoilt for choice with many baby brands tugging at their hearts from as early as the conception stage. Johnson’s were faced with tough competition.

Johnson’s had to establish the relationship way before delivery and right into motherhood by reinventing the way they connected with them.

Johnson’s products are an integral part of the mother-baby relationship - from the first touch to the first kiss. It’s these intimate moments where the brand flourished.

One such expression of a mother’s love for her baby is the effort and creativity with which she plans and prepares her baby’s future room.

Johnson’s decided to leverage this natural nesting desire of each mother and allow them to explore this love in the world where they are most comfortable, the social world.

Thus the “Baby Room Makeover” app was born.

Creative Execution
Facebook has more than 70% penetration amongst online Malaysians with mothers unanimously using Facebook to engage in constant peer to peer seeking and sharing.

The “Baby room makeover app” was launched on Facebook to leverage the phenomenal Social graph of women and mums.

Women could choose from a variety of cupboards, wardrobes, wall hangings, toys, and baby cribs with which to decorate the room and give it their unique touch.

Johnson’s baby products were subtly integrated within various features of the app to reinforce the role of Johnson’s products in a baby’s upbringing.

The app was viral by design so once these mums created their dream Baby Room they could easily share their dream creation with their friends and family and enjoy the ‘likes & comments’ that they generated.

Women could also see the creation of other mums on the wall of fame, where they could vote, comment and share.

Results and Effectiveness
The Baby Room Makeover app, turned Malaysian mothers into active social gamers and increased brand love for Johnson’s.

The campaign generated more than 96 million organic impressions and reached 80% of the online mothers, generating 300,000 conversations.

The wall of fame was swamped with precious, cute and lovely Baby Rooms with women using the various design elements in ways that we never even envisaged.

The buzz helped sales jump by an astonishing 152% for Johnson’s baby bath products.

The campaign helped successfully ward off threat from the me-too brands and reinforced Johnson’s as Malaysian mothers greatest support.