Johnson’s Baby dominates the baby care MENA market. However, due to increased competition, market shares for Wipes had declined from 57% to 33% over 2013 – 2015. In 2014, Johnson’s had strong media spends with 90% SOV in GCC but in Egypt, Easy Care dominated with 100% SOV and high TV spends. By 2015, another brand, Cool & Cool was able to erode Johnson’s position decreasing SOV to 56% in the GCC and in Egypt Lara Wipes increased spends to capture 94% SOV. It was getting crowded but inconsistently so.

With Johnson’s Baby Wipes having high brand awareness but low penetration the business objective was:

• Drive sales for the brand – particularly in Egypt as our newest media market and highest potential future growth.

• Increase market share in Egypt at least by 10%.

We had a 5 week campaign period to achieve this

We created 3 blogger videos featuring babies as experts who showed off their expertise on specialized topics.

Video 1) Gia, the makeup expert, is shown giving makeup tips. She describes to her viewers on how to get her look with detailed equipment and process description.

Video 2) Gianni, the travel expert, is shown in enjoying his travel to Italy and showcasing the various gastronomic delights from across the country.

Video 3) Dominic, the food expert, is at a happening gourmet restaurant and is shown reviewing the various dishes he has ordered in order for him to share his reviews.

In all 3 videos, the baby experts create a mess which required a lot of cleaning. Using an adult voice over in a non-obtrusive, playful way we made product usage relatable. We highlighted product usage occasions and drove our target to seek more information to purchase.

The idea was brought to life by creating 3 videos with exaggerated views of baby’s messy moments and how Wipes come to the rescue.

A comprehensive media distribution plan was mobilized with video platforms as the cornerstone.

All content was hosted on the brand’s YouTube page; all activity was geared to drive video views, sharing and engagement with the content and the brand.

Promoted video views and posts on Facebook allowed us to integrate into moms’ daily lives and drive the social aspect of the activity.

We used programmatic/display to capture moms’ attention in places where content was most relevant to them and drove them to YouTube to consume and share our content through retargeting.

Mobile Rich Media was employed to capture moms’ on an always on platform to further drive engagement with the brand

Lastly, we used TV to garner mass reach and drive awareness with the TVC