The effectiveness of an advertising campaign
A Johnson&Johnson case study

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Page 4: Results

Johnsonjohnson 5 Image 4Immediately following the airing of ‘Big Bum’, Clean & Clear experienced the largest single increase in value share in an eight week period ever; equivalent to two years of the previous distribution-led growth.

By March 1999, Clean & Clear had met its objective of becoming the No. 1 brand in sales terms. Stockturn increased dramatically for practically all of the individual Clean & Clear products including:

  • Clean & Clear Deep Cleansing Cream Wash
  • Clean & Clear Exfoliating Daily Wash
  • Clean & Clear Regular Lotion
  • Clean & Clear Sensitive Lotion.

Clean & Clear became the most popular brand amongst female teenage buyers of medicated skincare, meeting its objective.

Johnson&Johnson | The effectiveness of an advertising campaign