Recently, Johnson's Baby unveiled its Cottontouch range that is blended with natural cotton. The brand took on board over 700 influencers, including young parents, especially moms, to promote in the Indian market. Hampers were sent to these influencers, who posted videos and pictures with the brand on their social media handles.
Through the influencer collaboration, the brand was able to garner over 4.7 million reach in a media value estimated between Rs 30-40 lakh.
The brand created a rapid-fire video with Kareena Kapoor Khan and Saif Ali Khan on parenting. It was an apt choice to collaborate with them as they are not just parents of a young kid Taimur, but have also been in news recently due to their second pregnancy. These celebrities have a huge fan following and hence can bring instant massive reach among their social media audience.
The rapid-fire video of Saif and Kareena:
A few posts by the mom influencers:
The brand has always been consistent with their influencer marketing campaigns, but after April 2020, it is Johnson’s largest campaign executed using influencers.
Sheeko Brandscore graph of the brand’s performance on Instagram between July 23-September 24, 2020:
Launched on e-commerce, the new range of products comprises a wash, lotion, cream and oil and is available on platforms – Amazon, Flipkart, Big Basket, FirstCry and Nykaa from today for consumers. The new Cottontouch will be available in the retail stores in a few weeks.
Manoj Gadgil, VP Marketing, Johnson & Johnson Consumer Division, India, said, “We at Johnson’s are known for our long-standing commitment towards safest baby care products that define what is best for baby. We have invested decades of research to understand baby skin and know the delicate skin of a newborn needs and deserves the gentlest care. That is why we are introducing Cottontouch range that provides mothers with softness they have never experienced before. We have seen the demand for baby care significantly growing in the Indian market, even during lockdown phase and the demand from moms for the highest standard of safety has inspired us to launch this product. We are hoping to reach out to as many parents possible through the e-commerce route and help them make their journey of parenthood more joyous.”
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