Glowing Summer Legs with J&J Baby Oil

Challenge

Our objective was to relaunch Johnson’s Baby Oil with Aloe as the best option for women who want a glowing skin during the months of summer, and in doing so drive oth media coverage and social engagement. We needed to connect with beauty & lifestyle media, generate word-of-mouth and transmit the product´s benefits, and its ability to enhance natural skin beauty.

Disruption

Zeno’s approach was to focus on women’s legs as an area of the body where the product could most benefit them over the summer, and that would drive both media interest and social conversation. We involved editors and bloggers through creative desk drops and an event with two ambassadors that represented our specific target audience: women worried about their skin.

• First phase: We sent a press release to inform the journalists about our product, the first Johnson’s Baby product targeted specifically at women

• Second phase: The event. The product presentation for media and bloggers. We contracted two celebrities as ambassadors, top models Nieves Álvarez & Vanessa Lorenzo. We got them to create a summer scene as the event centerpiece.

• Third phase: We developed and activated branded content working in partnership with Spanish TV

There were 54 media attendees at launch and subsequent events andMore than 145 articles secured across fashion, lifestyle and general interest consumer media