By centering in on key insights relating to this target of expectant mothers, especially when many of their husband's were stationed overseas, we developed initiatives, including a premiere membership on Babycenter.com (the #1 site for new moms), accompanied by a huge Johnson&Johnson gift basket. Delivered on-air with Oprah's legendary flair, and accompanied by gifts from other noncompetitive companies.

The "World's Biggest Baby Shower" brought together two partners that exhibit similar trust and brand equity. The event provided Johnson&Johnson the ultimate with platform to showcase the brand. Building on the momentum of the shower, Johnson's Baby experienced increased retail orders immediately following the airing of the show.