Seeing is believing – Johnson's Baby multi-city influencer meet

Sanketa Kapse

Johnson's Baby, the baby care brand, turned around negative perceptions of its products in India with an influencer and social media campaign.

Campaign details

Brand: Johnson's BabyBrand owner: Johnson & Johnson Private LimitedLead agency: DDB Mudra GroupCountry: IndiaIndustries: Baby careMedia channels: Events & experiential, Online video, Product sampling, Social media, Word of mouth, advocacyBudget: Up to 500k

Executive summary

While Johnson's Baby was still the leader in the baby care segment in India, the brand was facing tough competition from new competitors and home-grown brands on the back of specific product benefits.

Media reports questioning the brand's safety standards were taking a toll with mums becoming wary of using...

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