ABOUT

Johnson’s Baby was losing relevance to new, young mothers in the China market, so we were tasked with creating a digital content program for Chinese mothers that will help regain relevance and show that we champion all mothers. Our answer was to create a campaign around mastering the Art of Sleep: teaching mother’s a bedtime ritual to perform on their babies (using the Johnson’s bedtime products range) to help their babies fall asleep faster and stay asleep longer. The benefits are two-fold, as a sleeping baby allows for more time for mothers themselves to catch some shut eye. I collaborated on the concept and designed the microsite to house this campaign and generate a supportive community for Chinese mothers on their quest for more sleep (for their babies and themselves).