Johnson's Social-Media Campaign Underscores 'Safety Promise' Post-Reformulation

摘要

Johnson & Johnson's biggest social-media campaign to date-highlighting changes made to its Johnson's Baby formulations and educating moms on ingredient safety and other issues-has generated 2.3 million YouTube views as of Aug. 11, marking the brand's push into greater digital content as it works to balance science and consumer sentiment. The campaign, launched in late July, comprises 16 informative videos so far, with 25 more slated to go live by year-end. Posted on YouTube, each video has drawn an average of 150,000 views so far, according to Kelly Gottfried, senior director of marketing for Johnson's Baby. Furthermore, "we have seen a spike in engagement and conversation-both positive and more spirited-on our Face-book page and have gained more than 3,000 Instagram followers in less than two months," Gottfried noted in a Sept. 11 email to "The Rose Sheet."