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Johnson's Baby - From the Start

Client: Johnson's Baby Role: Strategist Date:
brand strategypositioningmarket research
Johnson's Baby - From the Start

Context

Align and take action on J&J core values surrounding innovation, diversity, and inclusion; position J&J brands as industry leaders in driving conversation and social impact.

Problem

Research shows that children begin to identify and experience racial bias between the ages of 0-5 years old; by the age of 12, children’s racial biases are formed.* But in a custom survey, only 40% of Scary Mommy followers indicated having conversations with children about race and bias at this formative stage. BDG identified that these parents sought to incorporate social justice and equality into their value system, but lacked the tools to navigate the challenging conversation with their children. *Source: HealthyChildren.org

Unlock

  • Research methodology

  • Key insights discovered

  • Strategic framework developed

  • Implementation roadmap

Strategy

Outcome

  • 86% of survey respondents agreed that Johnson’s works to support the health and well-being of all children to help give every child the best start in life. (Source: Nielsen Branded Content Effectiveness Study)
  • 38K+ total visits to the From the Start hub
  • 108K+ total engagement on custom videos
  • +7% increase in purchase intent for J&J Baby Brands

Industry Recognition

  • Adweek Media Plan of the Year
  • M&M Global Awards 2021