Campaign details
Brand: Johnson's BabyBrand owner: Johnson & JohnsonLead agency: Universal McCannContributing agencies: UM Studios, Reprise DigitalMarket: MalaysiaIndustries: Baby careMedia channels: Online display, Social mediaBudget: Up to 500k
Executive summary
Johnson's Baby was losing relevance and trust in the cluttered baby care category in Malaysia. While multiple brands across multiple categories pulled out one trick after another to court mothers; they were only becoming more discerning in their purchases.
In order to fight the clutter and revive relevance, Johnson's Baby chose to connect with mothers...