Case Study: Johnson's Baby achieves top-of-mind awareness for its new lotion launch with Silverpush TV sync advertising

Johnson’s Baby converts the impact of competitor TV presence into top-of-mind awareness for its new product launch

The customer, Johnson's Baby, faced the challenge of launching its new "Milk & Oats" baby lotion variant during a crowded winter season in Thailand. With the TV advertising space dominated by competitors, the brand struggled to achieve top-of-mind awareness and recall for its new product. The vendor, Silverpush, was engaged to help counter this intense competition.

Silverpush implemented a strategy that leveraged its TV attribution technology to sync digital ads with competitor TV commercials. This TV-to-digital approach captured multi-screening audiences in real-time on platforms like Facebook, Instagram, and GDN. As a result, Johnson's Baby successfully reached a new audience segment, reducing awareness of competitor ads from 41% to 31% and significantly increasing its own brand recall and share of voice.

Johnson's Baby