We tapped into a mother needs… TALKING TO moms about sleeping disorders or J&J Baby Bedtime products through traditional advertising, we wanted moms TAKE PART and positioned Johnson’s as a solution.We created a docu-reality, six programs of 30-minutes-duration, that allows to elaborate their clinically 3-step-sleep-routine and introduce bedtime products.

The casting-call reached 19 countries in Latam! We searched for the “J&J Baby Face” and families with babies/toddlers challenged by sleeping. This was promoted on-air through a call-to-action spot, which drove viewers to the website to register and participate in the contest. This responds with a survey to identify sleep myths.Discovery Home & Health and J&J have named September the “Baby Month”, the channel premiered “Sweet Dreams” and released the J&J Baby Face winner. All supported by a promotional plan that included TV spots, plus other ATL, BTL and PR.

Success… one of the highest casting call participation in the history of the network… more than 83,000 entries across the region!

Free press coverage with a value of over US$85,000.100% extra ratings than average, that positioned within the top 5 networks in Latin America. (September 2008- target W18-49. Source:Ibope). Show ranked #4 in Brazil, #4 in Colombia and #2 in Mexico Call-to-action response= 59% of registered participants, almost 49,000 uploaded photos.A 25% YTY sales increase.

157% increase in Ratings vs. timeslot avg 64% increase in ATS vs. timeslot avg