Johnson's Baby: The pursuit of influence, not just the influencer

Johnson's Baby, the global baby care brand, repaired damaged brand reputation and reversed declining sales in India by revamping its product line and reaching out to its target audience to change mindsets and restore trust.

Campaign details

Brand: Johnson's BabyBrand owner: Johnson & JohnsonLead agency: DDB Mudra GroupCountry: IndiaIndustries: Baby careMedia channels: Social media, Word of mouth, influencersBudget: 500k - 1 million

Executive summary

In India, Johnson's Baby, an iconic brand passed from generation to generation, had suffered at the hands of international law suits and controversies over a period of five years. This led to growing distrust among mothers and dwindling brand love. The true test of the brand in such a situation was to communicate to mums that we had...

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