This Grandparents Day which was on the 7th of September we at Johnson’s baby wanted to remind parents of the role their grandparents have played in their lives and encourage them to facilitate their children to spend more time with their grandparents. Theirs is a love like no other!

1. JOHNSON’S BABY
GRANDPARENTS’ DAY
CAMPAIGN

2. • Brand Name – Johnson’s® baby
• Agency Name – DigitasLBi

3. Introduction

4. • Grandchildren in India usually do not stay with their grandparents. They meet
whenever the grandchildren have vacations or when their parents bring them over.
• Hence, grandparents miss the company of their grandchildren and wish they could
spend more time with them, see them growing up.
• Johnson’s® baby as a caring brand understands this and brings them (grand/parents-children)
closer by helping them share the emotional moments.
• The campaign targeted mothers with children 0-10 years, who stay away from their
parents, but would like to share the emotional growing up moments with them (their
children’s grandparents)
• The campaign focused on the importance of grandparents and the role they play in the
lives of their grandchildren. And how the baby, representing the Language of Love
brings together generations.

5. Objective

6. • Johnson’s baby wanted to be established as a caring brand by connecting
grandparents with their grandchildren.
• The ideas was to launch a social media campaign leveraging Grandparents day
and engage with mothers online.
• The campaign kick started by driving conversations using #RememberWhen
on Facebook & Twitter so as to make parents feel nostalgic while making
them realize the importance of grandparents.
• The brand created a touching digital film on Grandparents day which featured
snippets of different moments spent between grandparents and
grandchildren.

7. Execution

8. Phase I – #RememberWhen content on
Facebook & Twitter
• Objective – Drive conversations around Grandparents day and encourage user
generated content
• We started with conversations on Facebook & Twitter where we asked mothers to
remember the times when grandparents did small, meaningful activities with
them that made their life so much better.
• We invited users to participate in this conversation by telling us what they
remember about their grandparents.
• This helped to bring in a strong connect with all the things that the users
themselves have experienced only because of their grandparents. This induced a
feeling that they have had the best of their grandparents, a feeling that they have
experienced the Language of Love and now they need to share the language of
love with their parents who are grandparents to their children.

9. Phase I – #RememberWhen content on
Facebook & Twitter

10. Phase II – Grandparents’ day video on
YouTube
• Objective – Create a touching digital video on Grandparents’ day.
• A video with a montage of snippets of various situations that grandparents share
with their grandchildren was created and launched on Grandparents day, 7th
September. Each situation talked about what the child learnt from their
grandparents. The video encourages users to connect their children with their
grandchildren.

11. Results

12. • Grandparents’ day video was shared by NDTV on their site.
• The digital film on YouTube received 2,50,000 plus views in a span of 7
days.
• A number of conversations were generated on Facebook & Twitter where
users started sharing stories of their grandparents and comments which
showed that they missed their grandparents. This shows that the campaign
was successful in creating nostalgia.
• More than 350 users shared the video on Facebook, Twitter & YouTube
which helped increase reach.
• Users strongly associated with the campaign which is reflected through
keywords featured on Sysomos and Explic8.

13. NDTV shared JB GP day video
• Total shares: 123
• FB: 117
• Twitter: 2
• G+: 4
URL: http://www.ndtv.com/article/offbeat/it-s-grandparents-day-today-what-s-your-favourite-memory-of-them-588089

14. Sysomos analysis

Grandparent’s Day #RememberWhen
Words such as “Johnson”, “grandparents”, “video”, “remember
when”, “baby” etc. are featured in the word cloud which shows that
the Johnson’s baby Grandparents day video campaign created buzz on
digital and was talked about on social media channels.

Hashtag #RememberWhen is also featured in the word cloud which
shows high visibility of the overarching concept on digital.

Words such as “Johnsonbabyind”, “grandparents”, “stories”,
“language of love” are featured in the word cloud. This shows
that a number of conversations were generated around
#RememberWhen on digital and #RememberWhen hashtag
was successful in associating JB with Grandparents day.

71,581 estimate impressions on Twitter.

15. Explicate analysis
Analysis of conversations around “Grandparents
day” & “#RememberWhen” on Explicat8 from
September 7 – September 15
Words such as “Share”, “language”, “remember”,
are featured in the word cloud which shows that
users were talking about our campaign.
One more important word to be featured in the
word cloud is “Care”.