CARTOON FACTORY by Mediawise for Johnson's Baby

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CARTOON FACTORY

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Industry Cosmetics & beauty products, Shampoos
Media Promo & PR, Case study
Market Colombia
Agency Mediawise
Released October 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: JOHNSON & JOHNSON
Product/Service: JOHNSON´S BABY SHAMPOO
Date of First Appearance: Oct 2 2010
Entrant Company: MEDIAWISE COLOMBIA, Bogota, COLOMBIA
Strategy Director: Carolina Barreto (MEDIAWISE)
Service Manager: Claudia Leyva (MEDIAWISE)
Planner: Beatriz Lamprea (MEDIAWISE)
Media placement: Pay TV - 1capsule - Discovery Kids - 02/10/2010

Insights, Strategy & the Idea
Johnsons Baby Shampoo needed to generate closeness and affinity with children and their mothers, the problem was that children stoped using kid´s Shampoo and started using adult shampoo. So we needed for children between 5 and 12 years of age, to identify themselves with the product, and their moms were aware of the importance of using a shampoo for kids with a magic formula: "No More Tears" from J&J, that will not irritate their eyes and was specially created for them, thus, prolonging the use of children´s shampoo.

The ultimate children's insight is FUN! Additionally, Johnson & Johnson is known worldwide as "The language of love", so we should tell children about the importance of using Johnsons Baby Shampoo in a fun and educational way for them, with the message reaching moms and also in a consistent tone with the brand values.

Creative Execution
We created our own J&J Cartoon Factory! and we hired children´s best cartoon friend: Mundi, the bee!. With the support of Discovery Kids channel and our customer (J&J), we created an animated piece where Mundi visited the JOHNSON & JOHNSON Cartoon Factory and taught children how the shampoo is made and also how the magic formula "no more tears" is added to the JOHNSON´S BABY SHAMPOO which does not irritate their eyes when they use it.

We decided to work with Discovery Kids because it is the most watched TV channel, in Colombia, related to children under 12 years of age, for its educational content and also to be appreciated by mom; additionally, to ensure mother and son shared audiences, in order to effectively reach the two targets: Speaking to the child in their own language and influencing the mother through him/her.

Results and Effectiveness
We managed to report benefits of JOHNSON´S BABY SHAMPOO with a creative, educational, emotional and fun way, which have always been the communication pillars of J & J, increasing the TOM of the brand in 86.4%, after two months of having the spot on air, also the awareness increased in 15.7% and Sales in 21.8%.

Additionally, with a minimum investment (USD 54.383), we overcame the difficulty of not having a commercial for the brand, which had forced JOHNSON´S BABY SHAMPOO to be off air between May and September 2010, without generating spot production cost.