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Baby's Skin

By: Sara Mason
Posted: August 5, 2008, from the August 2008 issue of GCI Magazine.

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Marketers target moms in a variety of ways including through parenting groups and Web sites, hospital sampling and sponsorship of various activities that involve moms. “Word of mouth is most effective among moms,” said Carnevale. Aquaphor also targets moms through doctor recommendations and testimonials from other moms.

In an effort to appeal to today’s parents, particularly the growing number of them conducting online research, market leader Johnson & Johnson launched a comprehensive marketing campaign focused around the theme and power of a mother’s touch online, on television and in print. “Our goal is to show today’s moms that they can continue to rely on Johnson’s just as their mothers did,” said Lori Dolginoff, director of communications, Johnson & Johnson Consumer Companies, Inc.

The company worked with Animation Collective, a flash animation studio that focuses on children’s programming, to launch a series of online animated shorts to promote the iconic Johnson’s Baby Lotion brand. Featuring the voice of Emmy award-winning actress and new mom Mariska Hargitay, the three “advertainments” ran on in early 2007. “According to statistics, more than 32 million moms regularly go online, using the Internet as an essential tool for education, advice and entertainment which is why we realized tapping into this platform is critical,” said Bridgette Heller, global president of Johnson’s baby care.

The shorts were promoted through a series of video banner ads at (run by BabyCenter LLC, a member of the Johnson & Johnson family of companies), which, according to the company, reaches 80% of all new and expectant moms in the U.S. Additionally, banners on Discovery Health, TLC and Meredith publications’ Web sites drove traffic to the videos.

Each one-to-two minute short focuses on the mother/child bonding experience and how that emotional tie is facilitated with a mother’s loving touch while using Johnson’s Baby Lotion. Each short showcases activities that help strengthen the bond between baby and mom, while incorporating a fun fantasy sequence in the mind of the baby.

In addition, Johnson’s recently released a new print and television advertising campaign with the tagline “Make Your Touch More Touching.” Lowe & Partners Worldwide in New York created the ads, which are running throughout 2008 on select television outlets such as Lifetime, TLC and Nickelodeon’s Nick at Nite programing—and in Meredith Publications such as Parents and American Baby. Johnson & Johnson also sought to enhance its campaign through dedicated Spanish language advertising, which includes sponsoring Univision’s Primeros Pasos baby segment on its leading morning show, and through a marketing and advertising campaign called “Thanks Mom” as part of its company-wide 2008 Olympic sponsorship.