PlayDays X Didi & Friends AR Filter
Client:
JOHNSON'S BABY® Malaysia
Year
1 May 2022
Introduction to Campaign (Challenge)
Playtime is essential for a child’s physical and mental development. Through play, children’s motor skills develop better, and their curiosity and creativity are ignited by their surroundings.
However, with the Malaysian weather causing even adults to feel uncomfortable and frustrated under the hot sun, you can only imagine what it’s like for their little ones. When children sweat and feel irritated from the sweat and germs on their skin, they quickly lose interest and the joy of play.
In this campaign, children and their parents have to be creative with how they want to capture their playtime in a video using the AR filter.
The Solution
The PlayDay’s Campaign AR Filter aims to ensure children get to stay clean and fresh all day, especially during playtime. It educates children on how to shower right so both parents and children can have a worry-free playtime together.
The campaign also collaborates with Didi & Friends, a musical edutainment cartoon series and one of Malaysia’s most beloved cartoons among preschoolers.
With an easy-to-follow jingle (🎶Kepala Bahu Lutut Kaki dengan Johnsons 🎶), children, as well as parents, can easily dance to the song and make a video using the AR filter while having fun in each other’s presence. This also gives children the opportunity to shine and unleash their creativity.
The mechanics are also simple and straight to the point so it’s easy for all parents to participate with their children:
Purchase minimum RM15 Johnson’s ® Baby products in a single receipt.
Capture your child’s playtime moments using the Johnson’s® Baby x Didi & Friends AR Filter.
Post in your FB/IG public profile and tag @johnsonsbabymy @astroceria and hashtag #ProtectTheJoyOfPlay.
The most creative wins. Total prizes worth more than RM50,000.
The Result
The campaign gained more than 1,000 participations across Facebook and Instagram with parents sharing the video they made with their children using the AR filter while featuring the Johnsons Baby products they bought. Plus, the Facebook video post itself had 1.2 million views and 89 shares.
