What happens when you mix Raya, baby care, and a whole lot of heart?
You get #DetikRayaBermaknaBersamaJohnsons - a campaign all about celebrating the small, meaningful moments that make the festive season special.
This time, Johnson’s wasn’t just talking about care… they wanted everyone to feel it.
The Brief
As Raya approached, Johnson’s wanted to reconnect with Malay mums by celebrating the familiar routines and tender traditions that have made the brand a household favourite across generations.
Our Approach
Real vibes. Festive energy. All the feels. We built a campaign rooted in what parents truly experience. Here’s how we made it happen:
1. Real Raya Connections With Purpose
With Johnson’s and OrphanCare united, we made posting more meaningful by transforming genuine Raya connections into purposeful contributions, letting every heartfelt share create impact beyond the festive season.
2. A CSR Move Everyone Could Join
For every post shared with #DetikRayaBermaknaBersamaJohnsons, Johnson’s donated RM10 to OrphanCare.
A simple action → real impact.
This turned the hashtag into a feel-good movement people genuinely wanted to support.
3. Spreading the Raya Love Everywhere
To spread the stories, we rolled out:
Press releases to kickstart coverage
Creative drops (because who doesn’t love a cute PR package?)
A photo story capturing meaningful Raya snippets
Paid media collabs to boost visibility
Together, we created a festive, heartfelt campaign that people genuinely wanted to be part of.
What We Achieved
More than just posts and coverage, the campaign ignited a heartfelt Raya movement where families came together to share, connect, and give back.
Campaign Highlights
Scored over RM1.26 million in PR buzz
Pulled in 41 media and KOL highlights, turning heads across the feed
Reached a whopping 8 million+ people spreading Raya love far and wide
With real stories, community love, and a cheerful Raya spirit, #DetikRayaBermaknaBersamaJohnsons proved that the smallest moments can create the biggest impact.
Want to create something just as meaningful?
Reach us at hatters@madhat.asia