Campaign details

Brand: Johnson's Baby
Lead agency: J3 Studios
Region: LATAM

Strategy

Objective

The objective to Re-launch the new Johnson's Baby line in Mexico was brand awareness between future and new millennial parents. The communication focused on mobile because the target is always connected to your Smart phone and they are looking for information on which is the best option for the care of their babies. We identified that in the Mexican market the Baby Care category is not strongly developed so we needed to emphasize expertise of the brand in the care of children's skin and hair. This challenge led us to adapt the global communication, that was mostly highlighting an emotional side, and create more functional messages focused on the novelty and product superiority. The communication that in addition to mobile, was also launched on radio, TV, social media, influencers and search.

Target Audience