Johnson's Baby: JOHNSON'S BABY DIARIES

Credits & Description:

Category: Best Use of Branded Content
Advertiser: JOHNSON & JOHNSON
Product/Service: JOHNSON'S BABY PRODUCTS
Product: Johnson's Baby Powder
Agency: OMD FUSE
Date of First Appearance: Jun 1 2009 12:00AM
Entrant Company: OMD FUSE, Pyrmont, AUSTRALIA
Entry URL: http://www.babycenter.com.au/video
Communications Director: Kate Sutton (OMD Fuse)
Director OMD Fuse: Alistair Henderson (OMD Fuse)
Business Director J&J: Dan MacKinder (OMD)
Director of Sponsorhips: Joanne Liddell (OMD Fuse)
Account Director: Iain McCrea (OMD)
TV Trader: Tia McCann (OMD)
Media placement: Television - Channel 7, New Idea TV - 01/06/2009
Media placement: Print - New Idea Magazine, Practical Parenting - 01/06/2009
Media placement: Online - Yahoo!7, Lifestyle, BT Shoppers, Health, Adconian, Essential Baby, Kidspot, Prac - 01/06/2009
Media placement: Online - Babycenter Website - 01/06/2009
Results and Effectiveness
This campaign was a huge success for J&J. Not only did we retain all rights for the content, but we met our objectives and created a media property to overcome our challenges.Johnson’s Baby plays an essential role in mother baby bonding: 75% of mums agreed that Johnson’s Baby Diaries teaches them how to bond with their baby. The brand increased its scientific credibility: 85% of mums agree Johnson’s Baby diaries is a credible source of information Reach was not sacrificed over engagement, with the campaign reaching 2.5 million mums across TV, print and online.New Idea TV was aired for two series in 2009 and grew women’s audience for that daytime slot.
Creative Execution
Working with Channel 7 we defined the format of a parenting segment that was to become a mainstay of their new magazine show: New Idea TV. The Australian version of ‘Johnson’s Baby Diaries’ was born - a series of 3-minute TV segments that would be informative yet light-hearted, and would let us go to the emotional heart of being a mum. Our unique approach within New Idea TV gave us reach across three platforms: firstly television, secondly print, with presence in the 2nd biggest weekly magazine in Australia, and thirdly online across Yahoo!7. With a total of 6 months of programming, Monday to Friday, we set out to create over 5 hours of original television. Importantly Johnson & Johnson retained the rights to use the content beyond our original broadcast deal, on Babycenter.com and beyond. With so much content and well-targeted media platforms, we were able to overcome all our challenges.
Insights, Strategy & the Idea
For years the Johnson’s Baby brand has captured the hearts & minds of Australian mothers. And it’s not surprising - with market leading products, superior skincare knowledge, and indisputable scientific credentials.But the brand wanted more. Johnson’s Baby sought to be recognised as playing an essential role in a mother’s bond with her baby. We had a big challenge ahead for us; having to communicate many things whilst also strengthening an intimate mother baby moment. We needed a solution which would allow us to inspire and deeply engage. While digital is the number one channel for mums & mums-to-be we knew this channel alone would not allow us to evoke the deep emotional connection we were looking for.We needed an emotive medium to do that job.We chose television editorial. Visual content would dial up the mother-baby bond and demonstrate the role Johnson’s Baby plays in helping to create more loving moments.