2016 Winners & Shortlists

Brief Explanation

As the leader in the category, 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, love and grow. This was a challenge in the ME given the lack of awareness of multi-sensory stimulation. In 2015, Johnson’s set out to create memorable experiences by targeting the development moment of bath time. We capitalized on sound given it reduces stress and is a key sense during development.

Results and Effectiveness

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 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.

Creative Execution

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 were used to create the first user generated Arabic and English baby song. We then provided CTA across digital, including social to drive awareness about the competition. Once the song was completed, we distributed it via YouTube, Facebook, Shazam, and Anghami to mother to use during next bath time. Playlist were created on Anghami with other baby songs to fuel more time bonding bath time.

Insights, Strategy and the Idea

Knowing that the sound that your mom made (e.g. sing lullabies) is ingrained in your personality, we set out to discover what is the scene in the middle east. 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.