Johnson's Baby: Pump It Forward

Icy Han and Jamo Woo

Campaign details

Brand owner: Johnson & Johnson
Agency: NIM Digital
Brand: Johnson's Baby
Country: China
Channels used: Internet - microsites, widgets, Online video, Other and ambient media, Print - general, unspecified, Public relations, Social media
Media budget: 1 - 3 million

Executive summary

In China today, over 50% of mothers who return to work after maternity leave are considered 'work-and-pump' mums. They need to pump and store their breast milk during those busy hours spent in the workplace. Sadly, most companies do not designate a clean and private space for mums; instead mothers have to hide in awkward places such as vacant offices, meeting rooms, storage closets or even the restroom to pump milk. This case study shows how Johnson's Baby became the first brand to provide mums with a real solution.