JOHNSON’S BABY GRANDPARENTS’ DAY CAMPAIGN

• Brand Name – Johnson’s® baby• Agency Name – DigitasLBi

Introduction

• Grandchildren in India usually do not stay with their grandparents. They meet whenever the grandchildren have vacations or when their parents bring them over.

• Hence, grandparents miss the company of their grandchildren and wish they could spend more time with them, see them growing up.

• Johnson’s® baby as a caring brand understands this and brings them (grand/parents- children) closer by helping them share the emotional moments.

• The campaign targeted mothers with children 0-10 years, who stay away from their parents, but would like to share the emotional growing up moments with them (their children’s grandparents)

• The campaign focused on the importance of grandparents and the role they play in the lives of their grandchildren. And how the baby, representing the Language of Love brings together generations.

Objective

• Johnson’s baby wanted to be established as a caring brand by connecting grandparents with their grandchildren.

• The ideas was to launch a social media campaign leveraging Grandparents day and engage with mothers online.

• The campaign kick started by driving conversations using #RememberWhen on Facebook & Twitter so as to make parents feel nostalgic while making them realize the importance of grandparents.

• The brand created a touching digital film on Grandparents day which featured snippets of different moments spent between grandparents and grandchildren.

Execution

Phase I – #RememberWhen content on Facebook & Twitter • Objective – Drive conversations around Grandparents day and encourage user

generated content• We started with conversations on Facebook & Twitter where we asked mothers to

remember the times when grandparents did small, meaningful activities with them that made their life so much better. • We invited users to participate in this conversation by telling us what they

remember about their grandparents. • This helped to bring in a strong connect with all the things that the users

themselves have experienced only because of their grandparents. This induced a feeling that they have had the best of their grandparents, a feeling that they have experienced the Language of Love and now they need to share the language of love with their parents who are grandparents to their children.

Phase I – #RememberWhen content on Facebook & Twitter

Phase II – Grandparents’ day video on YouTube• Objective – Create a touching digital video on Grandparents’ day.• A video with a montage of snippets of various situations that grandparents share

with their grandchildren was created and launched on Grandparents day, 7th September. Each situation talked about what the child learnt from their grandparents. The video encourages users to connect their children with their grandchildren.

Results

• Grandparents’ day video was shared by NDTV on their site.

• The digital film on YouTube received 2,50,000 plus views in a span of 7 days.

• A number of conversations were generated on Facebook & Twitter where users started sharing stories of their grandparents and comments which showed that they missed their grandparents. This shows that the campaign was successful in creating nostalgia.

• More than 350 users shared the video on Facebook, Twitter & YouTube which helped increase reach.

• Users strongly associated with the campaign which is reflected through keywords featured on Sysomos and Explic8.

NDTV shared JB GP day video

• Total shares: 123

• FB: 117

• Twitter: 2

• G+: 4

URL: http://www.ndtv.com/article/offbeat/it-s-grandparents-day-today-what-s-your-favourite-memory-of-them-588089

Sysomos analysis

Words such as “Johnson”, “grandparents”, “video”, “remember when”, “baby” etc. are featured in the word cloud which shows that the Johnson’s baby Grandparents day video campaign created buzz on digital and was talked about on social media channels.

Hashtag #RememberWhen is also featured in the word cloud which shows high visibility of the overarching concept on digital.

Words such as “Johnsonbabyind”, “grandparents”, “stories”, “language of love” are featured in the word cloud. This shows that a number of conversations were generated around #RememberWhen on digital and #RememberWhen hashtag was successful in associating JB with Grandparents day.

71,581 estimate impressions on Twitter.

Grandparent’s Day #RememberWhen

Explicate analysis

Analysis of conversations around “Grandparents day” & “#RememberWhen” on Explicat8 from September 7 – September 15

Words such as “Share”, “language”, “remember”, are featured in the word cloud which shows that users were talking about our campaign.

One more important word to be featured in the word cloud is “Care”.