Johnson & Johnson Co. has launched a campaign for its baby lotion targeting modern, Web-savvy moms.
The online animated video campaign is a part of a multichannel effort with a call to action that focuses on the power of a mother’s touch to build a bond with her child. The campaign is working to acquire new moms and to build relationships with existing customers who grew up on the brand.
“As Generation Y begins to become moms, we are looking to target them online, which is where they grew up,” said Lori Dolginoff, director of communications at Johnson & Johnson.
Johnson’s worked with animation studio Animation Collective and actress Mariska Hargitay from NBC’s Law & Order: SVU to create a series of animated shorts. The shorts, entitled “Baby massage class,” “Tickles, wiggles & giggles” and “Birthday party,” highlight the bond between mother and child, especially baby massages with Johnson’s baby lotion.
Last Wednesday, the shorts began running on www.touchingbond.com. They are promoted through a series of video banner ads on BabyCenter, Discovery Health, TLC and Meredith publications’ Web sites, and via e-mails sent to BabyCenter.com and Baby.com’s customer lists. Spanish versions are promoted at babycenter.com/espanol and Univision.com.
