Johnson's Baby: The joy of moisturizing moments

Sanketa Kapse

This case study shows how Johnson's Baby Lotion, a baby products brand, increased its consumer engagement in India by making moisturizing fun and an experience that enriched the mother-baby bond.

Campaign details

Brand: Johnson's BabyBrand Owner: Johnson & Johnson Private LimitedLead Agency: DDB Mudra GroupCountry: IndiaIndustries: Baby careMedia Channels: Games & competitions, Social mediaBudget: Up to 500k

Executive Summary

Johnson's Baby was facing a fundamental problem, wherein mothers did not recognize the importance of moisturizing their babies, with only 1/3rd of mothers in urban areas and 1/4thin rural areas following the regime (Source: 2014 U&A research). Johnson's Baby needed to create awareness for moisturizing. As part of this overall campaign, the brand also...

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