JOHNSON’S® BY YOUR SIDE™

JOHNSON’S® is one of the most beloved and recognizable brands in the world and for over 100 years, JOHNSON’S® products have been trusted by doctors, nurses and parents. JOHNSON’S® wanted to share their incredible depth of knowledge with information-hungry mothers so that every JOHNSON’S® baby would have a healthy, happy start in life. The result was JOHNSON’S® BY YOUR SIDE™ – a broad-based CRM campaign that provides new moms with expert guidance at every stage of baby’s development.

From naming to custom logo development, design and writing to programming, B’stro created this information-rich program. We called it “BY YOUR SIDE™” to communicate that moms would not be alone on the exciting and emotional journey through motherhood. JOHNSON’S® BY YOUR SIDE™ is a multi-point online initiative – both the emails and the site are packed with stage-specific advice on everything from pre-natal health to sleeping to toilet training. And each provides access to a wealth of online resources – like video libraries, expert articles and more.

B’stro’s principal design challenge was ensuring that the longer, more education-focused formats did not overwhelm moms with information. We kept the copy teasers short and enticing; we created a highly intuitive user experience; and we used our design chops to created scannable content chunks for easier digestion. We then went a step further and tested three different designs to see which one got moms opening, reading and clicking.

In an ongoing effort to make our communications strategy more relevant and appealing, we are working closely with the Marketing Innovations team at JOHNSON’S® and Rosetta Marketing. Every facet of the JOHNSON’S® BY YOUR SIDE™ campaign is analyzed so that we can deliver more of the information moms want, in the format they want it. And we continue to optimize based on learning from hundreds of thousands of moms.

The custom logo we created for the CRM campaign has since grown little legs of it’s own. The BY YOUR SIDE™ program now consists of emails, downloadable wellness guides, and a flash-based mini-site (shown above) that houses every issue – so moms can look back or ahead at the entire stage-based program. The original intention behind the interactive mini-site was simply to increase the relevance of the BY YOUR SIDE™ program to moms – and it certainly provided that level of information. However, B’stro also believes that good advice is meant to be shared. So we offered registered moms a unique opportunity to promote the resource to friends who may be pregnant or new moms themselves - turning the project into a viral marketing campaign.

The site was launched in September 2007 and the client is planning a Phase 2 project for additional development, so that we can leverage JOHNSON’S® BY YOUR SIDE™ in even more ways within the JOHNSON’S® family of brands. Our beautiful baby is growing up big and strong!