In its 125 years in business, Johnson’s Baby had been mainly advertising to mothers, but their audience research suggested they reconsider that approach! 

So, depending on the results of their new audience segmentation, they decided to break their traditional marketing barriers and came up with this Video.

An emotional campaign addressed to fathers along with mothers, to connect with the audience in the MENA region more efficiently.

Voila! They recorded a 50% year-on-year increase in males vs female website sessions, their market share in the UAE went up by 4.8% month-on-month as a direct result of the campaign, they also included ‘adults not parents’ as an audience segment after data showed that more than 45% of sales come from adult consumers.

It was the fine combination of digital data, market research, and media production that created this distinctive campaign, which opened new doors for Johnson's Baby in the MENA region.