Johnson's Baby: PUMP IT FORWARD

Credits & Description:

Client JOHNSON & JOHNSON CHINA
Product JOHNSON'S BABY
Entrant VITAMINE Shanghai, CHINA
Type of Entry PR: Technique
Category Best Use of Digital PR
Title PUMP IT FORWARD
Product/Service JOHNSON'S BABY
Entrant Company : VITAMINE Shanghai, CHINA
Advertising Agency : VITAMINE Shanghai, CHINA
Advertising Agency 2 : NIM DIGITAL Shanghai, CHINA
Guoxing Jin Nim Digital Senior Programmer
Season Yang Nim Digital Associate Account Director
Raymond Zhou Nim Digital Group Account Director
Gladys Meng Nim Digital Associate Creative Director
Giso Zheng Nim Digital Associate Creative Director
Tippi Chen Nim Digital Strategic Planner
Jamo Woo Nim Digital National Strategic Planning Director
Gordon Zhang Nim Digital Chief Executive Officer
Ann Chen Vitamine Associate Social Content Strategist
Ripple Zhang Vitamine Head Of Social Content
Jason Zhan Vitamine Executive Director Of Social Strategy
Jason Zhan Vitamine Founder/Executive Director
DESCRIBE THE CAMPAIGN/ENTRY:
Today in China, over 50% of mothers returning to work after maternity leave is considered a ‘Work-and-Pump’ mom. The term ‘Work-and-Pump Mom’ refers to the mother who needs to pump and store their breast milk during busy hours at the workplace. Sadly, most companies do not offer a designated clean and private space for Moms to pump breast milk. These Mothers are usually forced to hide and seek privacy in awkward places such as a vacant office, a meeting room, a storage closet and even a bathroom to carry out the task of pumping her breast milk. JOHNSON'S Baby, always looking at ways to partner and help mothers, then took actions with the launch of 【PUMP IT FORWARD - 7 Square Meters of Love】. It includes a reusable sticker that turns any vacant space into a temporary nursing room, a short movie that demonstrates how to apply and share the sticker, an interactive map for anyone to mark vacant place and a dedicated courier service to send breast milk from office to home. Key PR elements: - Made 'Work-and-Pump Mom' become a national social topic generating more than 2.5 million positive attentions both online and offline. - Top 4 mom-and-baby websites in China helped deliver the stickers. - Yang Lan, 'the Oprah of China', joined the movement with her TV talk show. - United Nations Children's Fund (UNICEF) China was influenced to launch a similar campaign called '10 Square Meters of Love' on the International Children's Day 2013.
DESCRIBE THE BRIEF FROM THE CLIENT:
With these challenges in mind, our objectives were: 1. Help JOHNSON'S Baby regain brand trust by building emotional bonding 2. Increase brand advocacy by building social relevance with moms
RESULTS:
In three months, the '7 Square Meters of Love' for ‘Pump it Forward’ spread throughout China. OBJECTIVE ONE: REGAIN BRAND TRUST 1] Moms started to re-connect with JOHNSON'S Baby by following its Weibo, fan increased by 700%; 2] 'Brand Familiarly' increased by 17% and 'Brand Likeability' increased by 27%. OBJECTIVE TWO: INCREASE BRAND ADVOCACY 1] The social movie achieved 11 million views; 2] Weibo relevant tweets increased by over 2.5 million, YTD share-of-voice of JOHNSON'S Baby reached 51.8% - ranking first; 3] Top four mom-and-baby websites in China helped deliver the stickers; 4] Mainstream media reported the campaign; 5] Yang Lan, 'the Oprah of China', joined the movement with her TV talk show. Most importantly, 32,000 Work-and-Pump stickers were delivered to moms. Moreover, the campaign influenced United Nations Children's Fund (UNICEF) China to launch a similar campaign called '10 Square Meters of Love' on the International Children's Day 2013.
EXECUTION:
Step 1: We created China’s first motherhood social movie which streamed online, so as to raise awareness of the issue and reveal the anguish of Chinese moms trying to work-and-pump under the current challenging conditions. Step 2: We made a unique reusable ‘Work-and-Pump’ Sticker which could be attached to any door of a vacant space, turning it into a temporary nursing room and notifying passerby’s the need for privacy. It was free to apply through JOHNSON'S Baby Weibo social community. Step 3: We designed an interactive map for anyone to mark vacant places they find to guide Work-and-Pump Moms to the nearest suitable temporary nursing room. With the video fetching more social concern, the temporary nursing room sticker redefining nursery rooms and the interactive mobile map guiding the locations, JOHNSON'S Baby listened and partnered with Chinese moms to co-create the solution for 'Pump It Forward'.
THE SITUATION:
In late 2011, JOHNSON'S Baby has been hit by PR crisis of 'double standard' that affected both corporate image and business. To protect vulnerable relationship with mums through several traditional PR campaigns, JOHNSON'S Baby didn't manage to restore completely.
THE STRATEGY:
JOHNSON'S Baby defined Work-and-Pump as the biggest issue among Chinese moms while monitoring discussions taking place over social media platforms like Weibo, China's Facebook + Twitter equivalent. The term ‘Work-and-Pump Mom’ refers to the mother who needs to pump and store their breast milk during busy hours at the workplace after 3-month maternity leave. Sadly, most companies do not offer a designated clean and private space for Moms to pump breast milk. About 50% mothers are usually forced to hide and seek privacy in awkward places such as a vacant office, a meeting room, a storage closet and even a bathroom to carry out the task of pumping her breast milk. JOHNSON'S Baby then took action with the launch of a social program called ‘Pump It Forward - 7 Square Meters of Love’.