Campaign Details

Brand: Johnson's Baby
Lead Agency: Interactive Avenues
Region: APAC

Strategy

Objective

To launch Johnson and Johnson's Baby Laundry – a range that's safe, clean and perfect for babies – we needed to overcome a huge hurdle. We needed the change new mothers' mindsets from using antiseptic, harsh detergents and comfort solutions to understanding the need for a safer product.

Target Audience

New mothers, 23-45 females in India

Creative Strategy

We created an interactive rich media banner to introduce mothers to Johnson's Baby Laundry. The banner was engaging and interactive, and ensured high recall. On viewing the banner, moms needed to swipe their finger to clean their baby's messy clothes. On doing so, the banner revealed the message, 'Johnson's Baby Laundry is the best for cleaning and protecting your baby's clothes'.

Context