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Each short focuses on bonding through touch
Johnson & Johnson Co. has launched a campaign for its baby lotion targeting modern, Web-savvy moms. 数据挖掘研究院
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 rela颅tionships with existing customers who grew up on the brand. 数据挖掘研究院
???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 commu颅nications at Johnson & Johnson.
Johnson"s worked with animation stu颅dio Animation Collective and actress Mariska Hargitay from NBC"s Law & Order: SVU to create a series of animat颅ed 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. 数据挖掘实验室
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 pro颅moted at babycenter.com/espanol and Univision.com.
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 rela颅tionships with existing customers who grew up on the brand. 数据挖掘研究院
???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 commu颅nications at Johnson & Johnson.
Johnson"s worked with animation stu颅dio Animation Collective and actress Mariska Hargitay from NBC"s Law & Order: SVU to create a series of animat颅ed 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 pro颅moted at babycenter.com/espanol and Univision.com. 数据挖掘研究院
