This case study describes a Johnson’s Baby campaign in China which launched a social movement – ‘Pump It Forward’ – to help mothers who need to pump and store their breast milk after a return to work. This included providing reusable stickers that could turn vacant spaces into temporary nursing rooms, a short movie that depicted how to apply and share the sticker, an interactive map to mark the spaces that were available to use, and a dedicated breast milk courier service. It quickly became a major topic on social media, generating more than 2.5 million posts on Weibo.
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Objective: To reach a target audience that is extremely price conscious and that has no access to media and smartphone technology. Solution: Launch a mobile activation model around the concept of missed calls. Wherei...
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