Due to a number of complaints regarding controversial ingredients in some of their go-to product lines, Johnson+Johnson’s has refined some of their product’s ingredients and put together an internally-driven, 360-activation in efforts to win back once-loyal fans—starting with Millennial moms. After receiving ample ingredient speculation via social, blogs, mail, and others, the Johnson’s Baby marketing team decided it was time to take action by developing an “open-book” approach where they promote a series of around 40 videos that convey product refinements being made while also showcasing their company culture and dedication to safety and making their customers happy. “We recognized that in order to connect with the millennial mom, we really needed to be very transparent,” said Kelly Gottfried, marketing director of Johnson’s Baby during an interview. The first video, titled Our Promise, promotes their first line of improved products (for babies) of which some controversial ingredients were removed. Celebrating the Japanese legend that when you create 1,000 origami cranes it signifies a hope granted and a promise fulfilled, the video portrays Johnson Baby brand employees, colleagues and family/friends in the process of creating origami storks using paper personally inscribed with that individual creator’s commitment to J&J consumers. Not only are they using paid advertising and print, J&J also instilled the need for a strong internal push of this activation within their employees’ minds, which ideally will expedite promotional growth.
Although baby products were the logical starting point, Johnson+Johnson also plans to make similar commitments to any other products users believe to have controversial components. There will also be informational videos included in the series. According to AdAge, “Subsequent portions of the campaign include a series called ‘MythConceptions’ in which YouTube bloggers have created humorous videos debunking myths, and a ‘Did You Know’ series that, among other things, points out that babies don’t have a blink reflex (hence the need for ‘No More Tears’ shampoo).” By using a digital strategy with uniquely targeted activations structured around honesty, bettering their products and enhancing consumer relationships, Johnson hopes this activation will help position them as the trustworthy, go-to brand for healthcare products. Learn more.