Johnson's Baby On-Demand

Changing marketplace dynamics, such as moms with busy lifestyles and increased media choices, began to erode the leadership position Johnson’s baby care products held in its category. A radically different media approach was required to keep it top-of-mind among moms and take the brand to the next step in loyalty.

New mothers need baby care information on-demand, but this content was not widely available. Johnson’s partnered with the number one baby networks in Canada, Slice and Discovery Health, to create content tailored for mums. Chief among these platform targets was “The Mom Show:” a fresh, frank and funny take on the world of motherhood five days a week. Slice re-arranged its broadcast schedule to move all baby-relevant programming into one continuous “block” of time, starting at 2pm when babies were napping (and thus, moms’ attention was undivided). This new “Johnson’s Baby Block” was a network and country first, giving the brand 52 weeks of exclusive marketing. Johnson’s products were woven into “The Mom Show” and three commercials featuring the hosts of “The Mom Show”. The brand took “The Mom Show” on the road to the city experiencing the highest birthrate in Canada: Calgary. During this weeklong experiential event, in-store promotions drove attendance to the live tapings. All activity drove mums to online partner BabyCenter.ca, Canada’s most popular baby information website. All content created via the broadcasts was repurposed for the site, giving moms access to the information 24/7.

Net trade sales grew 9.3% and this campaign has become a benchmark for global Johnson’s campaigns. The hyper-targeting “Mommy Marketing Model” is being applied to a number of other categories. Finally, content from the Mom Show created in Canada will soon be appearing on BabyCenter’s in the USA and UK.