Johnson's Baby: Learning the real language of trust

Johnson's Baby, the baby-care toiletry brand, having lost brand trust following a spate of product safety concerns, halted this declining brand perception by reaching out to its target customers via social media.

Campaign details

Brand: Johnson's BabyBrand owner: Johnson & JohnsonLead agency: DDB Mudra GroupCountry: IndiaIndustries: Baby careMedia channels: Online display, Social media, TelevisionBudget: 1 - 3 million

Executive summary

Johnson’s had lost trust among its target customers, namely young mums, following a spate of product safety concerns and corresponding bad publicity. The challenge for Johnson’s in India was to rebuild trust and win back brand love.

We realised that trust is not a numerical value of how many mums believe, but the human value of what many mums...

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