|Client||JOHNSON & JOHNSON|
|Product||JOHNSON'S BABY OIL|
|Entrant||UNIVERSAL McCANN Makati City, THE PHILIPPINES|
|Type of Entry||Use of Media |
|Category||Best Use of Television/Cinema|
|Product/Service||JOHNSON'S BABY OIL |
|Entrant Company:||UNIVERSAL McCANN Makati City, THE PHILIPPINES|
|Media Agency:||UNIVERSAL McCANN Makati City, THE PHILIPPINES|
|Alex Dan Tacderas
||Senior Media Planner
||Asst. Media Strategist
Results and Effectiveness:
TNS study showed the campaign successfully communicated the importance of Touch Therapy (96%). Purchase intent (“definitely will buy”) reached almost 100% and actual pantry check recorded a high 58%.
In pre-campaign vs. post campaign results, frequency of daily multiple usages rocketed from 22% to 65%. Frequency of regular purchase shot from 82% to 97%. Usage occasions likewise increased from 17% to 40% for “massaging baby”; from 70% to 90% for “before bathing baby” and from 20% to 51% for “after baby’s bath.”
Johnson’s Baby Oil’s market share increased 86% to 93%, trial and conversion went up to 100%.
Even with such strong product awareness among Filipino women, we discovered that only 37% of mums practiced infant massage. With this as our big opportunity we created a feature film around the story of an old bottle of Johnson’s Baby Oil that travelled across generations. The film, “Botelya” (The Bottle) told the war-time story of a mother forced to give up her baby to save his life and her final act of love was touch therapy. As the movie unfolded and the bottle passed through many lives, touch therapy was woven in as a primary and timeless act of love from mother to child. The story drew laughter and tears from Mums on the way to a happy ending. The movie became the centrepiece of a mobile “festival of love” event that toured communities engaging Mums with touch therapy demonstrations product samples, lectures, quizzes, even transport to attend the event.
Insights, Strategy and the Idea:
Johnson’s Baby Oil was a category leader with 86% volume share but there was growth potential. One of our product’s frequent usage moments was just prior to a baby’s bath time, but we saw great opportunity to expand the brand’s usage to other parts of the day. We wanted to tap into the extremely close emotional bond a mother has with her baby and we also targeted the idea of massaging, or touch therapy. One special insight was that traditional health messaging was not effective against this audience, but they loved TV dramas. Another was that Filipino mums live and share their lives as a community and they gather in groups constantly for support and friendship. They talk about general things - their lives, their families and what they have seen on TV. However, one of the most central aspects of these communities is the love and nurturing of babies.