05 / TIKTOK TRENDSETTING
JOHNSON'S KIDS, JOHNSON&JOHNSON
IDEATION, COPYWRITING, MUSIC JINGLE, CREATIVE DIRECTION
#PRETTY STRONG HAIR
Using TikTok for the oldies and as a way to deepen the bond between parent and child. Not a dance challenge, but we designed to trend nonetheless.
01/ THE CHALLENGE
Johnson's Kids had a new shampoo variant to launch in the Philippines. While it was well-received in LATAM, initial research showed that Filipino moms weren't really that excited by the product benefit—we needed to find a way to drive product relevance.
02/ THE INSIGHT
Braiding your daughter's hair is an act of love and bonding. But with kids' hair being 2x thinner than adults, it's also a torture test of how strong and healthy their hair is.
THE IDEA
START A HAIRSTYLING TREND. THE CRAZIER THE BRAID, THE STRONGER THE HAIR.
05 / TIKTOK TRENDSETTING
JOHNSON'S KIDS, JOHNSON&JOHNSON
#PRETTY STRONG HAIR
Using TikTok for the oldies and as a way to deepen the bond between parent and child. Not a dance challenge, but we designed to trend nonetheless.
01/ THE CHALLENGE
Johnson's Kids had a new shampoo variant to launch in the Philippines. While it was well-received in LATAM, initial research showed that Filipino moms weren't really that excited by the product benefit—we needed to find a way to drive product relevance.
02/ THE INSIGHT
Braiding your daughter's hair is an act of love and bonding. But with kids' hair being 2x thinner than adults, it's also a torture test of how strong and healthy their hair is.
THE IDEA
START A HAIRSTYLING TREND. THE CRAZIER THE BRAID, THE STRONGER THE HAIR.
Filipinos, including parents, were spending a lot of time on TikTok. We leveraged this and created our own challenge on the platform to support the launch of our other campaign materials like our TVC, OOH, Social Content, and more.