Johnson's Baby Promo, Case study MY SWEET BABY by J3 UM

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Industry Skin Care
Media Promo & PR, Case study
Market Canada
Agency J3 UM
Released March 2009

Credits & Description

Category: Best Use of Online Advertising
Product/Service: JOHNSON'S BABY
Date of First Appearance: Mar 31 2009 12:00AM
Entrant Company: J3 UM, Toronto, CANADA
Entry URL:
Activation Designer: Trevor Bozyk (J3 Canada)
Activation Associate: Chris Makowka (J3 Canada)
Digital Communications Strategist: Cory Peters (J3 Canada)
Assistant Brand Manager: Tanya Kovar (Johnson & Johnson)
Group Brand Director Band-Aid/Polysporin: Tineke de Swart-Velani (Johnson & Johnson)
Marketing Director B&B GBU: Jacqueline Henderson (Johnson & Johnson)
Media placement: Website - - 31/03/2009

Results and Effectiveness
MySweetBaby and JOHNSON’S® have shown exceptional results, maintaining leadership and developing friendships. is averaging over 20,000 unique visitors per month in less than a year! One of Canada’s top family and parenting sites. Moms are hooked, spending an average of over 6 minutes on site with content. 86% of users are aware of JOHNSON’S® Baby within the content, with 71% of users willing to recommend products to another Mom. Net trade sales are up 9.7%. JOHNSON’S® share has grown 2.8 points to 43.1%.

Creative Execution
A sweet little site was created called, a resource which produces custom editorial and advertorial content relevant specifically to Mom throughout pregnancy and early motherhood. The unique angle explores topics to help Mom keep the romance alive, satisfy those ‘forbidden’ pregnancy cravings, research ratings on the latest and greatest baby gear, and find the perfect jeans. Tips from readers, editors, and experts motivate Moms back to the gym, to create healthy meals, or help manage those pesky credit card statements. Mommy bloggers answer questions and share their hottest ‘finds’ - from the best car seat to the best Mom and baby spa. Surrounding the content, JOHNSON’S® Ad Units keep Mom on the site with full length product advertorials, while monthly contests encourage repeat visits and product trial. This allows a natural and organic brand message to shine through and offers JOHNSON’S® Baby a 100% share of voice.

Insights, Strategy & the Idea
For over 100 years, JOHNSON’S® Baby has been providing new and expecting Moms the tools to bond with her baby. JOHNSON’S® understood that Moms also have their own personal, unique needs throughout motherhood. How do you redefine a brand, to continuously support this evolving Mom? There was a significant gap in Canada for online resources on how Mom can continue to identify herself as a woman and the entertaining aspects of motherhood. An audit of the Canadian marketplace revealed a key partner who could help break through the clutter and deliver on creating dynamic online experiences with a highly engaged female audience. This would allow JOHNSON’S® to communicate with Mom by developing the relevant content she was missing. A relationship was established with SweetSpot, a provider hosting a popular network sites spanning family, style, and home written in an entertaining tone and manner.