2016 Winners & Shortlists

Creative Execution

Even with such a strong culture, the ME doesn't have a common song for babies. There are no true Arabic soothing baby songs, which can compare to a western “‘Twinkle twinkle little star." Therefore, Johnson’s decided to create a local song to drive engagement towards multi-sensory stimulation with your baby. The campaign kicked-off with telling moms to share their own versions of their bath time song with weekly prizes. Each week we received lyrics which were used to create the first user generated Arabic and English baby song. Once completed the song was distributed on YouTube, Facebook, Shazam, and Anghami.

The Bath time song was an instant success when it hit our 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 YT’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 song was streamed 55,000+ times, on Shazam, 1.3 Million female users between 20-34 years of age used the app at least once every month.

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 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 with rituals by targeting a key development moment - bath time. Knowing that sound is the first of the 5 human senses to be developed, this is what we focused on. 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.