Johnson's baby x Gan.AI: Delighting families with personalized lullabies

The Customer

Johnson's Baby (India), part of the global healthcare leader Johnson & Johnson, has been a trusted name in baby care for generations. Known for its gentle and safe baby care products, Johnson's Baby has been a reliable companion for parents worldwide, offering a wide range of lotions, oils, shampoos, and more designed specifically for a baby’s delicate skin.

Industry: FMCG (Fast-Moving Consumer Goods)

Founded: 1886, New Brunswick, New Jersey, USA

Website: https://www.johnsonsbaby.in/

Key Results

• Enhanced Engagement: Personalized lullabies significantly increased user interaction and emotional connection with the brand.

• Shareability: Personalized digital content that could be shared to bring joy to countless families.

• Positive Sentiment: Parents praised the customized lullaby experience for its thoughtful and personal touch.

The Challenge

Johnson's Baby aimed to create a campaign that moved beyond traditional marketing strategies, focusing on delivering a personalized and emotionally engaging experience for parents and their babies. The challenge was to leverage technology in a way that felt personal and genuine, turning everyday moments into lasting memories.

The Solution

Johnson's Baby collaborated with Studio by Gan.AI to create a personalized lullaby experience using AI-driven voice cloning. The technology seamlessly integrated the baby's name into soothing lullabies, sung in a voice that felt warm and familiar. The personalization extended to the visuals, with the baby’s name appearing on a teddy bear in the video, creating a unique keepsake that parents could treasure.

The Campaign

The campaign unfolded on the MyLullaby.ai microsite, where parents could create a custom lullaby for their child by following these simple steps:

1. Getting Started: Parents entered their name and phone number to initiate the process.
2. Personalization: They provided their baby’s name, chose between a red or blue teddy bear, and selected from the following lullabies:some text
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   • Twinkle Twinkle Little Star (English)
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   • Rock-a-Bye Baby (English)
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   • Lori ki Dhun (Hindi)
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   • Mumma ki Godh (Hindi)

Each lullaby was personalized to include the baby’s name in the song, adding a special touch to the melody.

Production

Studio by Gan.AI’s technology was at the core of this personalized experience. Using AI voice cloning, the voice of a professional singer was replicated to deliver the lullabies naturally, with the baby's name woven seamlessly into the lyrics. The visual element was enhanced by displaying the baby’s name on a teddy bear, creating an audio-visual personalized experience.

How It Works

1. Microsite Experience: Parents accessed the MyLullaby.ai microsite and entered their details -> entered the baby’s -> selected one of the four melodies.
2. Customization: After selecting the melody, the microsite pings the Studio API and shares the personalization details like the name, selected teddy bear, and selected melody to start generating the unique personalized video.
3. Personalized Creation: The personalized video is then generated within 5 minutes are displayed on the page. the custom lullaby video contains the baby’s name in the audio melody as well as on the t-shirt of the bear visually.
4. Sharing: Parents could download the lullaby video or share it directly with family and friends.

Delivery Method

The MyLullaby.ai microsite served as the platform where parents could craft and share these personalized lullabies.

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