Johnson Tiles Gets Groovy Makeover with Dada Jackson’s Dancefloor Debut
Johnson Tiles enlists “Dada Jackson,” a moonwalking mascot, in a whimsical campaign—showcasing tile durability and style through dance‑floor antics in bathrooms and living rooms
Prakhar
Summary of Key Findings
Johnson Tiles’ “Dada Jackson” campaign blends humor and tile craftsmanship—introducing a dancing uncle mascot who moonwalks across various tile surfaces to demonstrate grip, gloss, and comfort.
Crafting a Quirky Mascot
The campaign hero, “Dada Jackson,” appears in bathroom and kitchen settings, effortlessly moonwalking to classic MJ beats while pointing out tile features: anti‑slip textures, high‑gloss finishes, and eco‑friendly materials .
Campaign Rollout
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TVCs: 30‑second spots during comedy prime time
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OOH: 3D installations of Dada’s shoe prints on real tiled surfaces
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Social Media: Snapchat filters that add a moonwalk overlay to users’ dance videos
Engagement Results
Within two weeks, Dada Jackson reels garnered over 3 million views, and Johnson Tiles saw a 20% increase in showroom inquiries, particularly for textured and high‑gloss lines .
Marketer’s Takeaways
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Mascots Can Modernize Mature Categories: A playful character injects fun into home‑improvement marketing.
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Multi‑Format Storytelling: TV, OOH, and social filters create a cohesive, shareable narrative.
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Performance Proof Through Play: Demonstrating product features via entertaining stunts makes technical benefits memorable.
