Johnson & Johnson’s flagship brand, Johnson’s Baby has launched its’ biggest ever social-media effort to reach moms across the world. The campaign was designed to build a positive public image that has been damaged over the recent years by presence of controversial ingredients from products. The century old company calls this a move toward “transparency communications.”
“Our Promise,” the first of what will ultimately be more than a whooping 40 videos in the program features Johnson’s Baby brand employees, J&J colleagues and their families making 1,000 origami storks from paper where they’ve written their individual commitments to consumers, often along the lines of putting safety first. A thousand promised and commitments.
It was a great idea including the employees and bringing in their kids. This displays how their employees know what it’s like to be parents. It shows that people who work at the company understand what selfless love is. The connect between the company and the mothers hence, becomes that much seamless.
The idea of the origami storks was inspired by a Japanese legend that “when you make 1,000 origami cranes it signifies a hope granted and a promise fulfilled,” J&J notes in the video. “We are moms, dads, parents just like you,” according to text in the video. “We heard your concern about certain ingredients in our products. Although always safe, for your peace of mind, we removed them.”
At this point, the tone does sound a slight bit condescending, like they’re doing the consumers a favour. I’d say they made a grave mistake in framing that line.The rest of the copy though, is very personalised. It talks directly to the mother. The tone and the words were written down like it’s a personal promise the brand is making to each mother.
The film is made with the classic Johnson and Johnson ‘feel good’ tone. The ad also intentionally covers the diversity quota with a great lot of Asian and Indians in the commercial. Obvious but a smart conscious move. Watch the ad below, there’s many more to come.
Subsequent portions of the campaign will include a series called “MythConceptions” in which YouTube bloggers have created humorous videos debunking myths, and a “Did You Know” series that, among other things, points out that babies don’t have a blink reflex (hence the need for “No More Tears” shampoo). Other portions will include open video forums for moms to share questions and answers and a series of vignettes about pivotal moments in preparing for childbirth or during the first few weeks of parenthood.