Case Study: Johnson & Johnson achieves strong brand lift and ad recall with Facebook mobile ads

Appealing to new mothers with Facebook video ads

Johnson’s Top-to-Toe Wash, a leading baby skincare brand in the Philippines, needed to reconnect with new mothers after a period of communication inactivity and rising competition. The brand aimed to re-establish trust by highlighting the product’s mild, hypoallergenic formula and safety credentials to modern, mobile-savvy parents.

Johnson’s ran a mobile-optimized, emotionally driven Facebook and Instagram campaign—featuring vertical videos, “Touch to Play” interactions, cinemagraphs and slideshow ads—targeting mothers 25–45 and retargeting viewers with follow-up creatives. The approach delivered strong brand impact: an 8-point lift in message association, a 7-point lift in attribute rating (“making bath time fun and safe”), and a 5-point lift in ad recall.

Johnson & Johnson

Rozelle Anne Noriega Parma

Senior Brand Manager