Imagine being pregnant, giving birth or being a new mom - during a global pandemic.
Johnson’s® realized the lack of COVID-specific information for expecting and new mothers and wanted to build a source of trusted information that would help relieve their stress and anxiety during these unprecedented times.
The brand partnered with publisher Meredith to create a not only an information source, but powerful brand equity. #InItTogether was born: a COVID-19 support hub for new and expecting parents.
Leveraging Meredith’s trusted brands PEOPLE, Parents and People en Español, we created authentic, helpful content while placing Johnson’s® at the center of the reassuring advice and conversations.
To ensure the content represented the diversity of new and expecting parents in the U.S., we spoke with real people from different backgrounds and geographies. Additionally, we created content in Spanish for our Hispanic audience to ensure we provided trusted, practical, and useful advice to all parents when they needed it most.
#InItTogether was a success, exceeding expectations.
The content hub effectively drew in our target audience, surpassing the set benchmark by 288%, with Spanish content achieving an 83% lift over the benchmark. Individual content pieces reached lifts at a minimum of 100%.
In a Nielsen study, the campaign proved to have positively impacted key brand metrics. The #InItTogether content generated a significant increase in familiarity (+6 percentage pts.), affinity (+6.), purchase intent (+8), recommendation intent (+7.) and “meets needs” (+5).
More importantly, #InItTogether proved to help parents. Respondents positively associated Johnson’s ®with the following statements:
• +18% lift in “reducing anxiety and understanding consumers’ concerns”
• +13% increase in “helping pregnant moms to feel less stress about the outbreak”
• +12% increase in “helping pregnant moms enjoy their pregnancy fully, even during the outbreak”