12

February

Cutting through the clutter to strengthen brand health metrics

Johnson & Johnson is a U.S. multinational healthcare company founded in 1886.

Goal

Johnson & Johnson wanted to strengthen the brand image of ‘Fruit Essentials Clean & Clear’ among 15-19 year olds.

Solution

They chose SCTV’s popular Fashion TV Indonesia to reach their target audience, and then chose to use Mirriad In-Video Advertising. Mirriad embedded their ad units into the most contextually relevant scenes, and successfully delivered the ‘Fruit Essentials Clean & Clear’ campaign across 7 weeks of Fashion TV episodes.

Results

Brand awareness 81%

Purchase intent 66%

Would recommend 62%

Scale 150 AD UNITS

SOURCE: 2014 research by IPG and J&J

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