J&J launches campaign to touch moms online

Share this content:
J&J launches campaign to touch moms online
J&J launches campaign to touch moms online

Johnson & Johnson Co. has launched a campaign for its baby lotion targeting modern, Web-savvy moms.

The online animated video campaign is a part of a multichannel effort with a call to action that focuses on the power of a mother's touch to build a bond with her child. The campaign is working to acquire new moms and to build rela­tionships with existing customers who grew up on the brand.

“As Generation Y begins to become moms, we are looking to target them online, which is where they grew up,” said Lori Dolginoff, director of commu­nications at Johnson & Johnson.

Johnson's worked with animation stu­dio Animation Collective and actress Mariska Hargitay from NBC's Law & Order: SVU to create a series of animat­ed shorts. The shorts, entitled “Baby massage class,” “Tickles, wiggles & giggles” and “Birthday party,” highlight the bond between mother and child, especially baby massages with Johnson's baby lotion.

Last Wednesday, the shorts began running on www.touchingbond.com. They are promoted through a series of video banner ads on BabyCenter, Discovery Health, TLC and Meredith publications' Web sites, and via e-mails sent to BabyCenter.com and Baby.com's customer lists. Spanish versions are pro­moted at babycenter.com/espanol and Univision.com.

close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above