Johnson's Baby is a globally renowned baby care brand. The brand entered India in 1947 and it has become synonymous with gentle, safe, and effective products for infants and toddlers. The wide range of products by Johnson's Baby includes baby shampoo, lotion, oil, bath products, wipes, and more.
"Johnson's Baby's "Promise Pehle Pal Se" campaign, powered by InMobi's polygon targeting across maternity homes, reached expecting and new moms at a vital juncture in their journeys. It leveraged this category entry point to reinforce Johnson's Baby's enduring legacy of prioritizing infant well-being with baby-safe ingredients."
#1: Identifying the right audience cohorts to ensure relevance
First, the brand successfully identified cohorts of audiences that would find the campaign relevant. Baby care is a high-involvement product category, and reaching the audiences early is important. Therefore, Johnson’s Baby prioritized to-be mothers in their third trimester. As the nesting phase kicks in, so does the anticipation and readiness to purchase. Additionally, third-trimester mothers are inclined to select and continue using baby care products during their child's early years.
Focusing on this segment allowed the brand to capitalize on a pivotal stage of pregnancy while also establishing an emotional connection.
App categories such as Mom and Baby, Baby Care, Epharmacy, and Yoga and Lamaze, which had a high percentage of mothers as users, were used to create audience cohorts, increasing the likelihood of engagement and conversion.
#2: Creating a personalized experience with vernacular messaging
New mothers prefer bite-sized content and Johnson’s Baby wanted to build resonance for their brand message across India. Taking into account the diverse linguistic landscape of the Indian audience, Johnson’s Baby served vernacular videos to suit viewers’ language preferences. The videos were in eight Indian languages: Hindi, English, Marathi, Assamese, Kannada, Bengali, Tamil, and Telugu. The video ended with a “Know More” call-to-action, which led them to the Johnson’s Baby website. The highly engaging format of videos paired with resonating vernacular messaging gave a creative edge to the experience.
#3: Delivering the experience at the right place and location
Johnson’s Baby recognized that maternity homes are one common location that attract expectant mothers in their final stages of pregnancy and postpartum. Based on this, the brand utilized polygon targeting to show video ads in the precise area where maternity clinics were located, spanning across key markets.
The brand served the said video interstitial on top Casual and Board Games played by mothers, as well as over-the-top (OTT) apps where they were most engaged. It also employed location-targeting to perfect the delivery of the experience.
Creative Experience
Careful selection of audiences, thoughtful messaging, and targeted delivery led to amazing campaign results. To further study the impact of the campaign on the brand objective, InMobi conducted a post-campaign brand lift study. The study showed increased brand awareness, notably among women aged 18 to 24. Additionally, 30% of respondents who had viewed the experience strongly associated with the message, which can be credited to the strategic use of technology and a thoughtful approach.
