Johnson’s Baby has a strong brand heritage of over 125 years in the Middle East. We wanted to build on this heritage and establish a stronger emotional bond with the people by engaging with our target on a higher emotional level and spread the brand beyond brand loyals.

Most young adults in the Middle East leave their home country and parents behind due to constant socio-political and economical challenges and start families of their own. Grandparents and their (grand)children are not only separated by distance, but also not frequently updated about their grandchildren. Especially since the vast majority of grandparents in the Middle East aren’t familiar with technology and therefore aren’t engaged in any social platform.

We created a PR focused campaign with strong content that millions of people can relate to, and millions of people engage with. We demonstrated how the brand connected three generations and enabling grandparents to be a part of their grandchildren’s development and targeted Middle Eastern expat families with distant grandparents. Allowing to relieve a heartache caused by distance and many months or even years of not seeing each other, getting an empowered emotional bond with the brand in return.

We developed the Grandparents Frame & App (free download). Parents instantly send their pictures at the touch of a button to the grandparents’ home. Grandparents can enjoy new pictures coming into the digital Wi-Fi frame without having to do anything technology related. Easy to send, easy to receive. One smartphone can send pictures to multiple frames, and a single frame can receive pictures from multiple phones, allowing more family members to connect anywhere in the world.

We gave away the Grandparents Frame to Middle Eastern expat families through multiple touch points and captured grandparents’ first encounter with the frame and spread the film online. 9 radio stations were converted into PR Platforms by creating content. More frames were available across all major retailers in the region and everyone can download the app for free.

Live Grandparents Frame programs on 9 radio stations

•engaged 78% of targeted expat population

•over 500,000 people were reached in Dubai only (25% of the population)

Grandparents’ first encounter with the Grandparents Frame was captured and spread online. In the first week:

YouTube

•over 1.5 million views

•148 views per minute

• 44.3 million total impressions

Facebook

• 1800% fan-increase

• 3 out of 5 shared

• 23 million regional-impressions

• 29 million total post-reach

Microsite

• visitors increased from 100 to 70,000/day

• 1 million people visited the ‘how to get one’-page

It made the headlines of mass-media publications and spread online and on social media.