Facebook has more than 70% penetration amongst online Malaysians with mothers unanimously using Facebook to engage in constant peer to peer seeking and sharing.

The “Baby room makeover app” was launched on Facebook to leverage the phenomenal Social graph of women and mums.

Women could choose from a variety of cupboards, wardrobes, wall hangings, toys, and baby cribs with which to decorate the room and give it their unique touch.

Johnson’s baby products were subtly integrated within various features of the app to reinforce the role of Johnson’s products in a baby’s upbringing.

The app was viral by design so once these mums created their dream Baby Room they could easily share their dream creation with their friends and family and enjoy the ‘likes & comments’ that they generated. Women could also see the creation of other mums on the wall of fame, where they could vote, comment and share.

The Baby Room Makeover app, turned Malaysian mothers into active social gamers and increased brand love for Johnson’s.

The campaign generated more than 96 million organic impressions and reached 80% of the online mothers, generating 300,000 conversations.

The wall of fame was swamped with precious, cute and lovely Baby Rooms with women using the various design elements in ways that we never even envisaged. The buzz helped sales jump by an astonishing 152% for Johnson’s baby bath products.

The campaign helped successfully ward off threat from the me-too brands and reinforced Johnson’s as Malaysian mothers greatest support.