JOHNSON’S BABY : DADICATION
RELEASE : MAY 23 2016
thevoted.com/sh/jnj/dadication/
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CAMPAIGN SUMMARY
The baby category in China suffers from a sea of sameness – filled with ads typically aimed at mothers only. Our challenge was to elevate the Johnson’s Baby brand in China and give it a point of view in today’s changing nature of parenthood.
We discovered that 70% of fathers in China aren’t able to spend quality time with their children because of work. Studies show that a dedicated dad has positive effects on a child’s health and well-being.
Most dads in China are known as “weekend dads”. Children, they say the darnedest things. We used these two insights to provoke work-obsessed dads with an emotional web film that led to a social movement.
Together with moms across China, Johnson’s Baby set out to encourage a new way of parenting – DADICATION.
The movement kicked off with “Almost Tomorrow”, an emotional web film about an ordinary working father. While he’s busy supporting the family, he’s not actually there them. When the weekend finally arrives, a moment with his son changes him forever. In that moment, the father puts family first before anything else. The film led fathers to an H5 mobile site, where they could pledge their dedication, and share a moment of bonding with their child.
THE RESULTS
32.2M
VIEWS FOR “ALMOST TOMORROW” FILM
12.3K
SOCIAL PLEDGES MADE
89.7M
SOCIAL IMPRESSIONS
The Most Successful Branded Content in Johnson’s Baby China history.