Campaign details

Brand: Johnson's Baby
Brand owner: Johnson & Johnson Indonesia
Lead agency: BBDO Indonesia
Contributing agencies: DDB Tribal Singapore, UM Indonesia, Golin Indonesia
Country: Indonesia
Industries: Baby care
Media channels: Events & experiential, Livestreaming, Mobile & apps, Online video, Point-of-purchase, in-store, Public relations, Social media, Word of mouth, advocacy
Budget: Up to 500k

Executive summary

'Touch' engaged consumers in proper bath and massage rituals for babies that helped neonates live beyond their 28th day. A total of 114,000 mums joined the cause, helping the babies of more than 60,000 underprivileged mothers. Breaking the Guinness World Record for the largest baby massage lesson significantly increased awareness, establishing skin care brand Johnson's as a baby care expert in a category that lacked differentiation, and had similar tonality and messaging. The campaign delivered PR value of more than US$276,000, grew purchase intent by 10 points, increased awareness by 17 points, turned around volume growth from -13.5% to +18.1% and achieved the highest offtake ever for Johnson's in modern trade mini markets (25% growth).

Market background and cultural context