Reaching moms in real-time

In the lead up to birth:

We encouraged moms to get involved by voting on the gender of the Royal baby via the JOHNSON’S® Baby Facebook page.

Within minutes of the birth announcement:

We responded, by posting a “Congratulations to the Royal Couple on their brilliant news” message on the brand’s Facebook news-feed.

We unleashed a 4-page gatefold in PEOPLE, the top celebrity magazine in the U.S., illustrating a new-born, draped in a dignified crown of JOHNSON’S® Baby Wash bubbles, reminding new moms that every baby is a royal baby.

As the momentous story unfolded:

We asked moms to predict the name of the Royal baby on Facebook, revealing the Prince’s real name thereafter. We also surrounded Baby News and the Royal Baby Essentials photo-gallery on PEOPLE.com with our “all babies should be treated like royalty” messaging.

Major media attention. Major mom attention.

The birth of the Royal Baby was massive news and JOHNSON’S® Baby reaped the benefits.

PEOPLE Magazine sold 3.5 million issues,+21% on week prior, and our gate-fold ranked #1 for most recalled ad in the issue.

Our Facebook campaign had over 51,000 social engagements in under 48 hours.

For its relevant messaging, appropriate tone, quick response and tasteful branding, JOHNSON’S® Baby received FREE media exposure to the value of $1.3 Million, giving the campaign, over 13% more presence in market.

Royally rewarding news for JOHNSON’S® Baby and moms everywhere.