Johnson’s
TONIGHT WE SLEEP
Having a baby is the beginning of a life of ups and downs with all the joys and unpredictability that come with parenthood. Johnson’s developed the global Tonight We Sleep campaign to introduce a new line of baby care products designed to help start and maintain a bedtime routine for happy, healthy baby development. Through clinically proven science, innovative tactics and cultural insights, Tonight We Sleep captures how babies and their families can fall asleep faster and stay asleep longer.
To successfully launch a worldwide product line, it was critical to engage and inspire Johnson’s global marketing groups in activating the campaign across regional territories. Charley worked closely with both Johnson’s executive communications team and their consumer brand agency to develop an internal messaging strategy educating regional marketers on the products and concept behind Tonight We Sleep.
PROJECT SCOPE
Brand Strategy
Employee Engagement
Packaging
Video
Marketing Communications
Helping more families around the world get a better night’s sleep.
Charley kicked off the internal campaign with a global launch kit and video introducing the story and science behind Tonight We Sleep, as well as the campaign’s marketing toolkit. To evoke the feeling of a peaceful night’s sleep, the kit was designed in a rich purple and accented with stars that sparkled in the light as the lid was opened. To tell the Tonight We Sleep story in personal terms, Charley produced a video featuring the global TV spots and interviews with moms from around the world, which played as soon as the collateral was lifted from the tray.
ACCESSING THE GLOBAL CAMPAIGN
Charley created a digital and employee experience campaign for global teams to engage with the campaign first hand and introduce a library of assets customized for their individual regions.
Internal teams are moms and dads, too. It was important that the campaign connected with them on a personal level.
Internal engagement
To further amplify the connection with regional teams, Charley developed a series of experiential activations for each region. Tonight We Sleep branding was integrated into office spaces through environmental graphics, banners, digital screens and coffee events. This employee-focused communications effort demonstrated the underlying campaign message of how Johnson’s gets what’s most important to new parents and provides tips and tools to help.
8 weeks
Charley worked with Johnson’s to inspire and engage regional teams to drive growth for Johnson’s Bedtime products.
6 regions
The team helped build buy-in across all regions by focusing on the involvement of key stakeholders in a global activation.
1 launch
The Result: Johnson’s and their consumer brand agency were able to have a unified global launch with all regions participating.
“As important as it is to engage our customers, it’s equally important for the success of the Johnson’s Global Brand to engage our employees. That’s where our internal engagement agency, Charley, comes in. Charley impressed us with their easy-to-work-with style, and creative excellence, seamlessly integrating with our other agency partners.”
— Global Director, Integrated Marketing Communications
JOHNSON & JOHNSON