Johnson's Baby: Babylag test

This case study describes a campaign by Johnson's Baby, the baby care products brand, which sought to revive its 'baby bedtime' range by demonstrating it understood the impact of sleepless nights on parents.

Johnson's Baby: Babylag test

BBDO

The team

Jo Jenkins, Rick Blackburn, Ruth Boulter, Jonny Miles-Prouten, Ben Stuart, Lara Wood, Matt King, Larry Dyer, Joanna Pritchard.

Other contributor:

Red PR – PR activity to drive consumer to the site.

How did the campaign make a difference?

Johnson's Baby Bedtime range was under threat, so this campaign showed Johnson's truly understood the impact of sleepless nights. Profound insights inspired truly engaging creativity that resonated across multiple touchpoints. Over 70,000 parents took the online test and it helped reverse a decline in Johnson's Baby Bedtime sales, creating a 5% sales growth.

What details...

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