How Johnson & Johnson Baby connected with health club members’ family life

Challenge

Winning parents' attention and preference in the health club

Johnson’s Baby wanted to reach parents and parents-to-be within the health club community, an audience balancing an active lifestyle with family life.

The objective was to build familiarity with the Johnson’s Baby range in key English cities, reaching members in a moment of genuine relevance.

Activation

D6 screens across all Bannatyne Health and Spa sites across all key English cities, directly targeting parents

• Deployed across Bannatyne sites in key English cities, putting Johnson's Baby creative in front of family members throughout their visit.
• Creative focused on the trust and care associated with the Johnson's Baby range, speaking directly to parents in the audience.
• The four-week campaign gave Johnson's Baby sustained visibility across the Bannatyne network.

Key Outcomes

6.1m impressions with a 25% uplift in brand consideration

We ran an independent brand study with Happydemics, comparing 250 health club members exposed to the Johnson & Johnson Baby campaign against a matched control group of 250 non-exposed members.

Campaign Imagery