Campaign details

Brand: Johnson's Baby
Brand owner: Johnson & Johnson
Lead agency: J3 (UM)
Contributing agency: J3 Studios
Country: Mexico
Industries: Baby care
Media channels: Mobile & apps, Radio & audio, Search marketing, Social media, Television, Word of mouth, influencers
Budget: Up to 500k

Executive summary

The campaign objective was to relaunch the Johnson & Johnson's Baby line in Mexico, raising brand awareness among future and new millennial parents. The communication focus was on mobile, targeting those who were always connected through their smartphones, constantly looking for information about the best way to take care of their babies.

Our communication ecosystem generated a total reach of 77.6% in just three months, while the average reach of the brand is 72.5%. This represented more than 5 million people and an increase of 7% compared with the most recent launch of the brand, with a reduced investment of 13%.