fixing the leaky bucket

The Client. J&J
The Category. Baby Care
The ​Brand. Johnson's Baby
The Region. SE Asia 
 
The Issue. Johnson’s Baby – the 640 MM dollar brand in APAC – the iconic baby brand that built the category – was facing an issue with retaining its customers. As babies grow, the parents grow out of the baby brand - much faster than the brand would like them to, and way faster than what might be right for the baby.
 
The Problem. In the eyes of the parents, the relevance of specialized baby product dropped significantly as soon as the baby transitioned from being an infant to a toddler with parents shifting them to adult generic family brands.
 
The Solution? Understanding people’s needs & creatively discovering the best solutions to meet those needs. Behavioural Data, Search and Social insights, Understanding of Media Habits, formed cornerstone of consumer journey and experience plan that moved the audience along the path to purchase to drive brand relevance & conversion.
 
The Category Perspective.
Until now, the brand was talking only to moms, making parenting all about mothers and excluding dad’s from the picture when it came to any communication and experiences from the brand. The recommendation included having a stronger role for dads in all communication with the intention to drive greater relevance through associating with the rough(er) play that dads did with the kids, thus necessitating the need for greater protection for baby’s still developing skin.
 
The Brand Perspective.
The brand’s purpose – enjoying the crazy, bumpy joyride of childhood- offered up a great opportunity to talk active play, with play not just being one of the biggest indicator of baby development, but also exposing the child to physical skin stress and  thereby necessitating the need for special care that the brand could provide. Johnson Baby Milk, with its moisturizing and skin care solution was intended to be the offering for the toddlers that helped retain parents and keep them within the J&J brand. 
 
The Consumer Perspective.
Play is a time of discoveries and learning for both – child & parents, And with every stumble & tumble, they are always testing their physical limits - thus offering a role for the brand to play with superior skin protection for a child’s still fragile and developing skin 
 
The Connections that Mattered, and that were thus, recommended.
Parents resonated with ideas that were

• Conversational (Social, KOL’s, Conversations within the Parent Community) 
• Rooted in the everyday (physical activities and events) 
• Involved mom AND dads (to participate and co create as a family) 
• Utilitarian & Mobile 
• In spaces that Dads visited (offline and online) 

 
The Result? Championing the importance of playtime & embedding the product’s role in moments of exploration esp. those with Dad by inviting Dad’s into the picture, reaching out to the Moms And Dad Community, helped set the right context for the brand – and drove the total source of growth of MILK to Johnson’s baby portfolio by +10%. It helped express the brand purpose while creating the right dent in culture by making parenting about Moms AND Dads.