BABIES Documentary PR Program Recap June 2,

BABIES PR Campaign Snapshot 2 Program Synopsis JOHNSONS® partnered with Focus Features for their 2010 release of BABIES, a documentary that depicts the shared experiences and cultures of four infants growing up in various parts of the world. PR Objectives Garner overall awareness of JOHNSONS® sponsorship of BABIES Engage moms to spread the word online PR Strategies Leverage JOHNSONS® relationship with online moms and dads by offering Movie Cash coupons for the documentary Encourage bloggers to host Movie Cash giveaways on behalf of JOHNSONS® Challenges BABIES has limited distribution which has prevented bloggers in certain regions from seeing the film and thus, limiting our program reach Results (To Date) Secured nearly 20 bloggers for program participation 12 blogs hosted ticket giveaways to-date Additional marketing and lifestyle print coverage Reach (To-Date) 3,009,787 Media Impressions Results (To Date) Secured nearly 20 bloggers for program participation 12 blogs hosted ticket giveaways to-date Additional marketing and lifestyle print coverage Reach (To-Date) 3,009,787 Media Impressions

3 Outreach to mom bloggers to garner buzz and distribution of moviecash tickets Distribution of Movie Cash (free tickets) and window clings through the professional sales force to hospital and pediatric office nurses Screening of the film at the AWHONN convention in Nashville Advertorials in May and June issues of Parenting and Baby Talk driving to the landing page Movie screening for J&J employees In theatre: contesting and signage at Landmark theatres in 10 major cities Landing page on JOHNSONS® Baby site and YouTube page Banner ads on BabyCenter, Baby.com, and What To Expect iPhone app Baby.com blasts Visibility on BABIES Facebook page and website sponsors page DIGITAL PRINT & OTHER PUBLIC RELATIONS PROFESSIONAL BABIES Surround Support

BABIES Coverage Snapshot

5 BABIES Coverage