2016 Winners & Shortlists

JOHNSON'S BABY BATH TIME SONG

Short List
BrandJOHNSON & JOHNSON
Product/ServiceCPG
EntrantJ3 MENA Dubai, UNITED ARAB EMIRATES
CategoryUse or Integration of User-Generated Content
Media Agency 2 J3 MENA Dubai, UNITED ARAB EMIRATES
Entrant Company J3 MENA Dubai, UNITED ARAB EMIRATES
Media Agency J3 MENA Dubai, UNITED ARAB EMIRATES

The Campaign

As the leader in the baby care, Johnson’s had a vision to change the perception that each purchase leads to better child development. Daily rituals across activities help to stimulate your baby’s senses and provide opportunities for them to learn, think, love and grow. This was a challenge in the ME given the lack of awareness of the power of multi-sensory stimulation. In 2015, Johnson’s set out to create memorable experiences on the power of rituals by targeting a key nurturing and development moment - bath time. Knowing that sound is the first of the 5 human senses to be developed, we focused on this sense. The heart beat is the first thing the mother can hear of the child and when the baby’s first sense develops the first thing he hears is the heartbeat inside the womb. Every sound that your mom made (e.g. sing lullabies) is ingrained in your personality. We also understood from a global study that music/singing reduces the chance of stress and puts the baby at ease during bath time. Even with such a strong culture, the ME does not have a common song for babies. There are no true Arabic soothing baby songs, which can compare to a western “‘Twinkle twinkle little star” or “the bath song.” Therefore, Johnson’s decided to create a local song to provide a richer experience and drive engagement towards multi-sensory stimulation with your baby. The campaign kicked-off with telling moms to share their own versions of their baby bath time song with weekly prizes. Each week we received lyrics which will then be used to create the first user generated Arabic and English baby song. Once the song was completed, we distributed it via YouTube, Facebook, Shazam, and Anghami to mother to use during next bath time.

The Bath time song was an instant success when it hit our brand YouTube page. On YouTube, we had 31.5 million impressions (5% above our benchmark), with 1.1 million views (double our goal) and an interaction rate of 12.8% (surpassing YouTube’s best result in the entire region). On YouTube True View, we received 246,000 views with a CPV of just $0.02. On Facebook, the CPV reduced to just $0.01 with over 413,000 views. On Anghami, the Baby Bath Time Song was streamed more than 55,000 times. And on Shazam, 1.3 Million female users between 20-34 years of age used the app at least once every month.

Credits

Name Company Role
Rodrigo Mavu UM MENA Creative Director
Neha Khandwani UM MENA Business Development Supervisor, MENA
Komal Bajaj UM MENA Marketing Communications Director
Loiuse Bolo Copywriter
Mambo Jack, Brazil Production House
Saneesh Thomas Platform 5 Performance Media Analyst
Jad Chababi J3 Mena Business Director
Shadi Braish J3 Mena Media Director
Claudia Pari J3 Mena Strategy/Content Associate Director
Armin Jamula J3 Mena Media Manager
Tim Durgan J3 Mena Digital Manager