Insight
Johnsons Baby had long been the brand mums in China turned to for support and advice.
However, as the lives and needs of modern Chinese mums evolved over recent years, together with increased challenge from emerging local brands, JnJ's relationship with her also had to change.
JnJ recognized this required an evolution in the way they engaged with consumers. Moving from communications telling mums about the brand to demonstrating empathy and commitment through real action.
Strategy
Motherhood conjures up images of healthy smiling babies and glowing mothers. It also brings with it huge challenges. During infancy, a child is dependent on breast milk for proper growth. Motherhood therefore can be particularly challenging if you are a working mother. Being away from your baby is stressful enough but trying to find a place at work to pump milk is a nightmare. Offices in China just aren’t designed keeping motherhood in mind. Mothers often resort to using bathroom stalls, stairwells and storage closets to pump milk. J&J realized the severity of the issue when they started online discussions around this topic. Mothers became very vocal about their outrage, frustration and anger.
For working mothers, being able to conveniently pump milk keeps them connected with their babies.
Execution
After listening to mums on J&J's i-mum community, created for sharing and exchanging advice, OMD knew how to act. A 3 minute video was streamed online through Youku (China's biggest video site), and China's top 3 Mum and Baby sites. Also, in office buildings, highlighting the nursing challenges facing return-to-work mums of newborns. On the official Weibo (biggest social platform in China) page of the i-mum community, mums could download re-usable post-its turning any private space into a temporary nursing room. An interactive map app was created for mums to share and upload locations of nursing facilities. Further raising awareness and advocacy, OMD partnered with top rating Hunan Satellite TV for a branded content segment on the popular talk show ‘Her Village’ hosted by well-known celebrity mum Yang Lan, who reflects the same values as our new mums. OMD leveraged their relationship with HNPSTV to recruit KOLs onto the program, including celebrity mums, to share their experiences and raise public awareness.
Results
Improved scores on enhancing mum & baby bonding, and being trustworthy / reliable brand
(70+%)
Work 'n Pump video
>1.8mm video views in first month
>2.0mm related weibo posts in first month
>200mm mums reached
Her Village Co-op:
First ever brand to partner in branded content segment within Her Village program
Program investment delivered ROI of 445% - exceeding planned KPI
Other:
Increased Weibo fans by 120% in 5 weeks and by 460% within 6 months
>2000 dedicated 'Work 'n Pump' locations uploaded to map App
gh the 5 modules and final written assessment, our audience gave up their evenings and weekends, spending over 700 hours literally studying our content and brand values.
Although it’s fun to get re-tweets and it’s nice to be liked, you don’t build a B2B business by building a social fan-base – you do it by building the careers of the people who matter.
At the time of writing, 70% of the attendees sought to continue the relationship directly with the brand - it’s what we call ‘Return On Future Leadership’