Johnson’s Baby: Touch

Johnson's Baby, the baby-care brand, used social media and events to differentiate its brand in a crowded Indonesian market.

Campaign details

Brand: Johnson's BabyBrand owner: Johnson & Johnson IndonesiaLead agency: BBDO IndonesiaContributing agencies: DDB Tribal Singapore, UM Indonesia, Golin IndonesiaCountry: IndonesiaIndustries: Baby careMedia channels: Events & experiential, Livestreaming, Mobile & apps, Online video, Point-of-purchase, in-store, Public relations, Social media, Word of mouth, advocacyBudget: Up to 500k

Executive summary

'Touch' engaged consumers in a proper bath and massage ritual for babies that helped neonates live beyond their 28th day.

114,000 mothers joined the cause, helping the babies of 60,000+ underprivileged mothers. The campaign also broke the Guinness...

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