Johnsons’s Purity movement that inspires good

JOHNSON’S®

01/

The Challenge

In April 2020, with a new reality imposing itself, the demand for content was the one that grew the most. People began to consume more social platforms to entertain themselves, and brands were required to provide quality content from trusted sources.

02/

The Story

Johnsons’s decided, through a creative and educational approach, to emphasize how important hygiene and care were at that time. So, we recreated the traditional song "The frog doesn’t wash your feet", bringing a spirit of awareness to parents and children, teaching the correct washing movements and also the importance of singing the new version twice, totaling the time indicated by the authorities health for good hygiene.

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03/

Result

 

 

But we don't stop there. How to reach people who have neither access to basic hygiene products nor to our contents? In addition to the video, in partnership with UNICEF, J&J donated 1.5MM of soaps to families in vulnerable situations.

 

After all the effort to better support our children, it was possible to celebrate the success of the frog. More than 5MM views on Youtube, in addition to a result of 75.9% of listeners who did not skip the song. And if the engagement in the media was huge, on a daily basis too: hundreds of teachers spontaneously used the video to educate students on how to properly wash their hands at such an important time as the start of the pandemic.

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04/

Opportunity

Frog asked for BIS! So, we brought him back to launch the Kids Johnsons’s Super Powerful Liquid Soap, as the character reinforces not only the importance that hygiene has gained, but also the superiority of this product, which has now made our mascot become a super hero. We chose Children's Day to launch the new film and product, as it is a new line aimed at children.

R/GA Offices

Office
Collaborations
Sao Paulo
Brazil