Here we launched a digital campaign –‘#HowWeSleep’ that captured the struggle of parents and invited new parents to share their interesting ways and struggles so that other parents know that they are not alone. Parents Johnson’s for capturing and reflecting their struggle, to which the brand responded with a solution – the new way to sleep – with the Johnson’s 3-step bedtime ritual – a set of two products i.e. bedtime wash and lotion - that is clinically proven to help babies fall asleep faster and stay asleep longer.

Becoming parents of a little one is the most beautiful experience of your lifetime. But is it easy to become parents? Not at all. This as campaign highlights one of the biggest challenges of parenthood – putting your baby to sleep. Every parent tends to formulate their own methods of putting their babies to sleep especially tailor-made for the little one. With the hashtag #HowWeSleep, it invites other interesting stories and struggles of new parents so that you know you are not alone here

Positive comments peaked during #HowWeSleep and the film garnered over 15 Million views - the highest ever achieved by any such film by Johnson’s. #HowWeSleep opened the floodgates of sharing that raised the emotional equity and share of voice of the brand. Parents applauded Johnson’s for its empathetic reflection of their struggle. #HowWeSleep did not just become a platform for new moms to connect but for the first time ever received significant participation, conversation and engagement from Indian dads.