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

Page 1: Introduction

Johnson & Johnson (J&J) is well known in the United States and the UK for its Johnson’s Baby® brand. By the 1990s, the company realised that its expertise in babies’ skin might have credibility for other skin care products. Consequently, J&J decided to develop a series of sub-brands under the Johnson name, each targeted at different life stages.This case study...
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Page 2: Marketing objectives

Marketing, like any other key business activity, requires direction provided by clear objectives. For Clean & Clear these were to: become the No. 1 medicated skincare brand by value become the most popular medicated brand amongst female teenagers establish a relationship with teenage girls that would lead to a loyalty to J&J for the rest of their lives. This meant encouraging teenage...
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Page 3: Promotion strategy

Research by J&J into customer perceptions revealed that some of the problem lay with the advertising. Advertising awareness is the extent to which potential consumers are able to identify the messages given out in advertisements and to identify the characteristics of a brand as they are put across in the advertisements. A survey of female spot product users in 1996 showed that Clean &...
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Page 4: Results

Immediately 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...
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Page 5: Evaluating the advertising campaign

The evidence that the success of Clean & Clear in the late 1990s was affected by the new advertising campaign included the following: Increased advertising awareness (i.e. the extent to which consumers could associate the advertising with the brand) in absolute terms and in relation to other brands. Brand awareness also increased in the same period by 49%. Research into the views of teenage...
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Page 6: Conclusion

Prior to the ‘Real Girls’ campaign, the brand was not on track to meet its objectives. By maintaining the theme of a global advertising idea but changing the UK advertising from translations of the US ads to ads based on genuine insights gained from local consumers, the situation was dramatically reversed. The brand was able to become the No. 1 medicated skincare brand by value...
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