J&J Launches Animated Shorts to Reach Gen Y Mommies

Johnson & Johnson has launched an online video campaign for its baby lotion. The goal is to reach young, web-savvy moms.

The campaign emphasizes the power of a mom's touch to build a bond with her child.

J&J believes the online shorts will touch Gen Y moms in particular, because they "grew up" on the web.
The company worked with animation studio Animation Collective and actress Mariska Hargitay from NBC's Law & Order: SVU to create the shorts.

They began running on http://www.touchingbond.com last Wednesday and are promoted via video banner ads on BabyCenter, Discovery Health, TLC, Meredith publications websites, and emails sent to BabyCenter and Baby.com customer lists.

A Spanish version is also promoted on babycenter/espanol and Univision.com.