Johnson's Baby Promo, Case study TRESILLIAN LIVE ADVICE by OMD Sydney, Profero

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Industry Baby Hygiene
Media Promo & PR, Case study
Market Australia
Agency OMD Sydney
Creative Director Matt Sterne
Agency Profero
Released September 2010

Credits & Description

Category: Best Consumer Engagement
Product/Service: JOHNSON'S BABY
Date of First Appearance: Sep 19 2010
Entrant Company: OMD, Sydney, AUSTRALIA
Entry URL:!/MoreLovingMoments?sk=app_6009294086
Digital Strategist: Antonia Farquhar (OMD)
Digital Account Manager: Roisin Durham (OMD)
Digital Assistant: Julia Powl (OMD)
Digital Planner: Christina Biel (Profero)
Creative Director: Matt Sterne (Profero)
Interactive Designer: Julia Guo (Profero)
Managing Director: Dave Bentley (Profero)
Senior Developer: Scott Dilley (Profero)
Media placement: Digital - Kidspot - 19 September 2010
Media placement: Digital - Birth - 19 September 2010
Media placement: Digital - Facebook - 19 September 2010
Media placement: Digital - Baby Centre - 19 September 2010
Media placement: Digital - Adconion - 19 September 2010

Insights, Strategy & the Idea
Since 1918, Tresillian Nurses have helped thousands of people transition into being parents with their hugely popular advice hotline. The digital challenge was to help a 92 year-old organisation adapt to the changing behaviour of Australian parents, now that they've stopped reaching for the phone, and spend an average of 9 hours a week on Facebook. Australians are one of the most prolific users of social media leading us to launch the JOHNSON'S® Baby Facebook page. The page is popular with mums asking other like-minded mums for instant advice and support. With the ever growing competitive nature in baby care, JOHNSON'S® Baby needed to standout from the crowd, by providing a modern utility within mums preferred communication platform; Facebook. Enter “Tresillian Live Advice” a major part of our strategy to make every new mum a JOHNSON'S® Baby mum via increasing emotional connection and saving on funds in the process.

Creative Execution
The “Tresillian Live Advice” application was designed to sit on a tab on the JOHNSON'S® Baby Facebook page, allowing fans of the page to access it easily and ask questions at any point. The chat function was designed as an instant messaging service, reasons for this were twofold; the familiarity would make the transition and uptake as smooth as possible; people would recognise this as a private tool so they could ask any one-on-one questions they required.
Outside of the JOHNSON'S® Baby Facebook environment we leveraged the top parenting sites in Australia to spread the news of the utility. We ran impactful ad formats against a highly targeted audience of new mums to encourage them to ‘Chat Now’. In addition to this we had multiple social media mentions via our partners Facebook page status updates; such as Essential Baby and Kidspot, maximising awareness and support from trusted brands.

Results and Effectiveness
JOHNSON'S® Baby’s Tresillian Live Advice reached 2 million people. The launch of the application facilitated 1700 parents with one-on-one chat in 2 months. The chat application was 8 times more efficient than previous methods. The utility was easy for mums to access through a site they visit frequently, it added 4,000 new members to the JOHNSON'S® Baby Facebook community, allowing us to push JOHNSON'S® Baby content to more new mums every day.

"I just used the live chat and had a quick and helpful response and am feeling much more relaxed – a great resource, thank you!"
Facebook Mum