Johnson’s Baby Latches on to Royal Toddler’s Birthday to Build Social Strategy

Goes after snap-happy millennial moms on Instagram

New moms sometimes go overboard with taking and sharing photos of their kids on social media. But Johnson’s Baby is hoping to capitalize on that trend in launching an Instagram account. The brand’s new campaign—dubbed Cake Smash—builds off of Prince George’s upcoming first birthday on July 22 to celebrate birthdays all year.

Efforts are centered around the photo-sharing app—a social platform on which new moms love to post pictures of their kids. "We definitely understand there’s a great trend of adorable babies really digging into their cakes—if you look on Instagram, you will see that quite clearly. We want to launch Baby Cake Smash as an interactive, social experience around this trend and show babies digging into their first birthday cakes," said Kelly Gottfried, marketing director for the Johnson’s Baby and Destin brands. 

Digital ads on J&J-owned BabyCenter, WebMD, Google and Facebook as well as a big print/digital media buy with Time Inc.’s People magazine will support the campaign. Johnson & Johnson leaned on BBDO, J3 and Generate to create the campaign.

Johnson’s Baby is encouraging moms to share photos of their children with cake-smudged faces on Instagram with the hashtag #Babycakesmash. The brand will also push out its own content, but the user-generated content angle is emphasized.

Parents can also post photos on Facebook and Twitter, but the baby brand doesn’t have its own Twitter account to promote the campaign.

YouTube is also being used for a digital push with a minute-long video using the tagline, "All babies deserve to make a royal mess on their birthday."

J&J isn’t the only marketer capitalizing on the royal baby’s upcoming birthday. Fisher-Price also launched a digitally-driven campaign and sweepstakes that includes a hefty BabyCenter media buy.

After Prince George’s birthday next week, Johnson’s Baby plans to use digital for a broader social and video campaign. "This is the beginning of what will continue to be providing more digital content for mom. This is really the start of what we’re looking to make into a much broader, ongoing digital campaign for mom."

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