Baby Bedtime

Every mom knows how important a good night’s sleep is to her baby’s health and happiness. Most of the time, a good nightly routine might just be the key.

We were tasked to lead a campaign to encourage more moms to use the Johnson’s Baby line as part of their bedtime regimen.

To reinforce the Johnson’s Baby Bedtime habit at home,we developed a bedtime arsenal for mom to enjoy with her baby. The arsenal includes a CD of lullabies and a bedtime book to take them through the 3-step bedtime routine.

This campaign led to a 47% growth in the Johnson’s Baby Bedtime platform and its success was recognized by the Philippine Gold Quill and J&J’s Asia Pacific Marketing Excellence Awards.