Brands in Brazil have realized the need to update its communication and get closer to the new habits of their consumers. Because of that they have been searching new formats to stand out. Thus brands are no longer advertisers, but content creators. So creativity and relevance have become fundamental roles for standing out in the eyes of the consumers.

We first created a website for the content then the film was posted on YouTube and on the Johnson’s Baby Facebook page.

We then ran a 30” teaser on Brazil’s main TV networks. After a few minutes the number of views began to increase, and so did the number of shares, spreading it in the web. In a few days the film was featured in thousands of timelines, and it became news in various sites, from newspapers to maternity blogs.

More than 12.5 million views on YouTube, 1st place on YouTube’s Ads Leaderboard in Brazil in February. 3.5 million views, more than 22 thousand shares and 100 thousand likes on Facebook. The campaign was thought about by Brazilians in February – March. The Johnson’s brand remained leader in the market with a vast advantage over the second place.

Because of such success, the same campaign idea is now being produced in countries in 5 continents and it has become a global company.