Case Study: Johnson & Johnson (Johnson’s Baby Korea) achieves 32% video view rate and reaches 2M+ women with Facebook

Showing consumers eye-catching everyday scenes with Facebook video ads

Johnson’s Baby Korea set out to raise awareness for its Soothing Naturals™ Balm and Soothing Vapor Bath among Korean women aged 25–39, aiming to reach more than 60% of that core audience. The brand relied on emotional, everyday scenes featuring mothers and babies to build trust and favorability for products designed to protect baby skin in winter.

They ran platform-optimized video ads on Facebook and Instagram with a 2-stage approach—broad reach and frequency to all women 25–39, then retargeting viewers plus Custom and Lookalike Audiences. The campaign delivered a 31.98% video view rate (2.4× target), reached about 2,059,000 women (69% paid reach), generated 2.83 million video views (2.5× target) and 209,204 clicks (1.5× target), exceeding goals for awareness, favorability, searches and purchases.

Johnson & Johnson

Ji-na Lee

Baby Care Marketing Brand Manager