Johnson's Baby: How an online banner helped the Johnson’s Baby Laundry launch

Johnson's Baby, a baby-care brand, launched its range of baby laundry cleaner to mothers in India via targeted banner ads on mobile.

Campaign Details

Brand: Johnson's BabyLead Agency: Interactive AvenuesRegion: 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...

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