Johnson's Baby has been in the market for over 125 years, and has been so far a leader in the babycare category with more than 60% marektshare. Recently, modern brands such as Sebamed, Mustela… have been arising and capturing the interest of millennial moms who are looking for new, modern solutions to care for their babies, ones that are not 'old', or 'outdated'.

As a result, Johnson's Baby was losing relevancy, and its brand score for 'meaningfulness' dropped. Babycare is a highly emotional category that usually re-enforces a mother's love and care.

As a leader in the category and an authority in Babycare, how can Johnson's move the discourse to a more modern conversation to engage younger mothers more with the brand?

We then created a film capturing that finding and highlighting how the 2% can create a much bigger impact for the relationship between mom and child; and invited other moms to be in the moment, instead of capturing it.

- We launched the film on social media (Facebook, Instagram) to entice reactions from the public

- We then partnered with two of the biggest parenting online portals "Supermama" and "3a2ilati" to spread the news faster

- 4 mommy influencers endorsed the initiative and shared moments with their children and families, and started engaging with the public around the same.

- We did not want to stop at creating awareness only but rather wanted moms to walk the talk. Through Facebook and Instagram, we asked moms to pledge to stop using their phone while they are with their children and be in the moment instead.