Johnson's Baby: Choose Gentle

Multinational Johnson & Johnson used a mobile-first strategy to relaunch its Baby line in Mexico.

Campaign details

Brand: Johnson's BabyBrand owner: Johnson & JohnsonLead agency: J3 (UM)Contributing agency: J3 StudiosCountry: MexicoIndustries: Baby careMedia channels: Mobile & apps, Radio & audio, Search marketing, Social media, Television, Word of mouth, influencersBudget: Up to 500k

Executive summary

The campaign objective was to relaunch the Johnson & Johnson's Baby line in Mexico, raising brand awareness among future and new millennial parents. The communication focus was on mobile, targeting those who were always connected through their smartphones, constantly looking for information about the best way...

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