Johnson & Johnson was looking to actively promote the launch of Johnson's Active Kids Shampoo. The brand was set on reaching the eyes of millions of families throughout the Philippines.

Johnson & Johnson launched its #PrettyStrong Branded Hashtag Challenge, which was designed to bring parents and their children together, and communicate a simple message through both the simple choreography and catchy lyrics: Johnson's Active Kids Shampoo strengthens children's hair. To maximize exposure they also launched a series of branded solutions including retargeting custom audiences