Having established its presence in India 70 years ago, Johnson & Johnson (J&J) has always maintained a strong level of brand trust among Indian consumers across a wide range of product segments.However, in 2019, random tests conducted by a state drug authority stirred controversy around its baby shampoo brand, Johnson’s Baby. While allegations claiming the shampoo contained harmful ingredients were proven false, negative publicity had already dealt damage to the brand’s sterling reputation. In order to restore declining consumer trust, J&J partnered with Digital Turbine to launch a nationwide campaign featuring a redesigned look for Johnson’s Baby.
About the Campaign
With brand research revealing that 3 out of 4 mothers check everything BUT the ingredients of their baby products, the campaign’s main objective was to educate young parents on the importance of understanding the ingredients that are in baby products. J&J knew that it had to communicate transparently and assure consumers of the safety and efficacy of Johnson’s Baby. It also knew the fastest way to reach its intended audience of young millennial parents was via mobile. Through this campaign, the company aimed to regain trust among its consumers and position itself as a safe brand for its Johnson’s Baby care line.J&J leveraged its temporary negative publicity as an opportunity to refresh its brand and educate young parents on the importance of knowing what ingredients are in their baby products.
The most vital feature of Johnson’s Baby’s fresh redesign is that it lists 100% of the ingredients at the back of its packaging. By simulating the physical shopping experience where one takes a product and flips over to learn more, J&J was able to turn this natural physical action into a virtual one on mobile with Digital Turbine's help. With the “Turn to Learn” campaign, J&J amplified conversations surrounding ingredients and was able to emphasize its own product’s promise of 100% gentle and safe – free of parabens, sulphates, and other harmful ingredients.
How did it work?
J&J’s “Turn to Learn” campaign was amplified across various digital touch points. The company reached out to its mobile-savvy target audience of young parents via their smartphones with a compelling mobile ad unit that simulated their shopping experience. In addition, J&J also wanted to inculcate a habit of awareness and proper knowledge among the audience. Hence, with mobile being a crucial tool in any brand’s arsenal to attract and engage with a younger, millennial audience, J&J decided to maximize the mobile platform to educate and reassure young parents about the safety and efficacy of its product.With education and awareness in mind, the mobile interstitial banner showed the brand new bottle for Johnson’s Baby. Young parents are then prompted to “Turn to Learn” by flipping the shampoo bottle on its back as if they were holding the actual product. This was done to create a sync to subconsciously inculcate the habit of reading the label of the products parents buy for their kids.
A magnifying glass then appears after the animation, prompting users to closely inspect the product label. Gliding the magnifying glass across the bottle with a finger on the screen highlights four hotspots that contain information on four ingredient groups: Preservatives, Fragrances, Myths Around Natural, and Essential Ingredients. Users were able to tap on the hotspots to see the purity and quality of each of the four ingredient groups. Those keen to expand their knowledge about Johnson’s Baby’s 100% gentle and safe ingredients could also click on the “Know More” button, which leads to the brand’s website.
Campaign Results
Thanks to the outstanding campaign execution with the mobile interstitial banner, Digital Turbine and J&J were able to achieve stupendous results, and the campaign was a fantastic success in terms of delivering its message to its target audience.The compelling mobile creative had a total reach of 10.8 million. It garnered a high Click Through Rate of 0.56% – higher than the industry benchmark of 0.3% – indicating it has achieved its goal of educating consumers. Young mothers across India’s top 8 leading metros also found the ad engaging, with an engagement rate of 1.19% – above the industry benchmark of 0.5%.
The impact was crucial, especially when the brand was surrounded in controversy. Johnson’s Baby saw a significant uplift in brand awareness of 20% in 2019.All in all, the campaign contributed significantly to brand awareness through the power of effective mobile creative and the ubiquitous reach of mobile devices. Johnson’s Baby recovered from the negative publicity and continues to enjoy the brand trust J&J worked so hard to establish over decades in-market.
About Johnson & Johnson
Johnson & Johnson (J&J) is an American multinational corporation founded in 1886, which engages in the research and development, manufacture, and sale of products in the healthcare field. It operates through the following segments: Consumer, Pharmaceutical, and Medical Devices.
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