During the first years of their lives, babies make 700-1000 new brain connections each second. Letting babies explore by themselves increases their motor skills, independence and confidence. When applied to self-feeding this method is known as Baby Led Weaning.
In the MENA region, baby wipes are used for ‘refreshing’ more than diaper change. So Johnson & Johnson gladly embraces the mess with a product that combines superior and gentle cleansing on the go with Baby Wipes.
The market is filled with messages for moms, mostly using the ‘best for baby’ approach. We needed content that could not be ignored. Mothers, as per our research, consume make-up tutorials, food and travel reviews every single day. So, we just let our babies be the experts that they already are.
That’s how the Baby Blogger Series was born. We created three videos, encouraging moms to let babies explore and celebrate the mess. Also, reassuring them that we’re there to help clean up.
Client: Johnson’s Baby
Agency: UM MENA, Dubai, UAE
Creative Director: Rodrigo Mavu
Head of Content: Antoine de Trogoff
Social Lead: Claire Fletcher
Brand Manager: Michael Sayer (Johnson’s Baby)
Production House: Olive Tree