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ADBUZZ [#SOCIALMEDIANRTWORKTUES.]

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Tuesday, 22 July 2014
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Johnson’s Baby is encouraging moms to share
photos of their children with cake-smudged faces on
Instagram with the hashtag #Babycakesmash. The
brand will also push out its own content, but the
user-generated content angle is emphasized. Parents can also post photos on Facebook andTwitter, but the baby brand doesn’t have its ownTwitter account to promote the campaign.YouTube is also being used for a digital push with a minute-long video using the tagline, “All babies
deserve to make a royal mess on the their birthday.Insight was drawn from the fact that new moms sometimes go overboard with
taking and sharing photos of their kids on
social media but Johnson’s Baby is hoping
to capitalized on this trend to launch an
Instagram account. The brand’s new
campaign—dubbed Cake Smash—builds off Prince
George’s first birthday today July 22 to
celebrate birthdays all year.
Efforts are centered around the photo-sharing app—
a social platform on which new moms love to post
pictures of their kids. Digital ads on J&J-owned BabyCenter, WebMD,
Google and Facebook as well as a big print/digital
media buy with Time Inc.’s People magazine will
support the campaign. Johnson & Johnson leaned on
BBDO, J3 and Generate to create the campaign.Johnson’s
Baby still plans to use digital platform launch subsequently for a broader social and
video campaign. “This is the beginning of what will
continue to be providing more digital content for
mom.

credit Lauren johnson

excerpts: @djshyluckjimmy

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