Check out Facebook, Baby Centre or Kidspot today and you'll see the latest and greatest, big, bold display advertising from Johnson's Baby.
To launch Bubble Bath, Johnson's Baby stuck to the strategy that earned it a 2010 IAB Australian nomination: 1) signature device ie the mobile, 2) hero colour from pack and 3) media blockade of the top baby sites.
The digital strategy was the joint effort of OMD Sydney and Profero.
See highlights from the campaign.
If you're a man, you haven't seen it, but Sputnik Sydney has created outstanding, cut-through, display creative targeting females 18-39 to launch Compeed invisible cold sore patch in Australia.
Working with OMD, Sputnik customised the creative execution - 'Cold Sore Nightmares' - to placements on the target's most popular sites, including dramatisations for wedding sites, career sites and dating sites.
The Compeed Cold Sore display ads are among the best performing Johnson & Johnson paid media campaigns this year with sales to match.
This is yet another example of the more targeted and personalised a display ad is to the media environment, the more effective the marketing communication.
The Compeed result proves it's worth the extra effort to create and traffic multiple versions of the same concept.
At least 30+ Compeed cold sore executions were traffficked in Media Mind (formerly Eyeblaster) for the 3 month campaign.
And, the product works. Don't believe me, see for yourself.
Read the reviews on Beauty Heaven.
Yesterday, I attended the MySpace event "The Next Chapter in Social Media" in Sydney. (Great venue. Great crowd.)
It was a bit ironic that MySpace asked me to present, since most of the clients I advise are starting the "first chapter" of social media and have yet to progress to the "next chapter."
But we're making great progress, especially with Johnson & Johnson brands like Neutrogena, Stayfree and Aveeno.
If you didn't make the event, here's a link to my presentation: Earned media, not social media. 10 tips for FMCGs, like Johnson & Johnson.
(Thanks, MySpace for inviting me along.)
When I started working with Johnson & Johnson over a year ago, the scariest brands I faced to develop digital strategies were Carefree and Stayfree. The dreaded Sanpro.
How on earth was I going to develop a Facebook strategy for maxi pads?
I never thought the 3rd Facebook brand page I would launch at J&J would be Stayfree.
Not to mention, Stayfree posted two Facebook "firsts" honours in 2010 by being the first brand to pilot the sampling ad unit on the Facebook Australia homepage, and the first brand to receive the most responses in Australia for its sponsorship of Living Social's "Pick 5" quiz with the question: "Who would you invite to your dream dinner party, dead or alive?"
More than 15,000 people have taken the quiz, resulting in an estimated 1.8M impacts in the Facebook newsfeed as a result of the quiz's popularity.
I'm thinking even Stayfree has a place in Facebook, just like its TVC has a place in "Gossip Girl."
Looks like a Facebok "Go." Carefree tampons, bring it on.
(Credit to The Farm, OMD, Spiral and Facebook for their fearlessness in the Sanpro category and sparing us all the PMS puns while doing it.)
While most Australians have yet to embrace pharmacy shopping online, like their American counterparts, e-Pharmacy has seen phenomenal growth in the last 12 months.
Brands can now reach more than 225,000 people per month on e-Pharmacy, a top ten Australian health site.
Nicorette capitalised on this trend, skinning the entire e-Pharmacy site for the month of January as part of its New Year's campaign.
The smoking cessation brand also had a month-long presence on Chemist Warehouse, as well as, popular health portal like myDr.
Guilty of telling a "little white truth"? Me, too. Like
And, Ferrero's Raffaello is betting that its target W 18-32 do, too, especially when they get together with girlffriends.
Raffaello's "Little White Truths," launched in November 2009, leverages paid, earned and owned media, encouraging girlfriends to share their "little white truths" on Facebook and a campaign site.
"Little White Truths" is an example of a parallel brand developed to provide the masterbrand - in this instance, Raffaello - with social currency in the social media and content spaces.
The campaign is the work of The Farm, who conceived of the strategy and creative, supported by phd Sydney for paid media.
Check out Neutrogena's new Facebook application leveraging the "Pick 5" quiz by Living Social.
Some campaigns merit the creation of a new Facebook application, like Listerine, but often the best results come from leveraging an existing application.
Neutrogena Rapid Clear created a new question within the existing "Pick 5" quiz: "What would you most like to fade out of your life?"
The Facebook application is part of Neutrogena's 'Fight and Fade" digital-only campaign, which launched in November 2009. It was developed by Spiral in partnership with The Farm and OMD Sydney.
Other executions included a MySpace homepage takeover poll, skins on popular female sites like Beauty Heaven and Sugar and Messenger placements.
While weather-activated display media is hardly new in terms of online targeting, Johnson & Johnson's Neutrogena Sun recently deployed a clever, rich media execution across Australian weather sites, including the Sydney Morning Herald (smh.com.au) and the Melbourne Age (theage.com.au) as part of its launch campaign.
The Eyeblaster synchronised, rich media banners were created by The Farm Sydney and are triggered by the UV index. When the UV index is high, the leaderboard is served and shines rays on the online publisher's weather map, triggering an invisible layer with Neutrogena Sun's signature protection arc.
The Farm worked closely with Fairfax Digital (FD) to produce yet another media first with this online publisher.
Other brands who have leveraged weather-activated display media in the past include: Kellogg's Special K, Dove Summer Glow and Zyrtec (allergy-relief medicine).
(Credit to OMD Sydney who negotiated the media.)
Think a tampon brand has no place on MySpace? Think again.
MySpace was key to the success of Carefree Slim's "Up Close and Personal" female artist series targeting Women 18-24 in partnership with the Hot Hits.
While MySpace as a social network may be on decline, for music lovers, it is still going strong as a great place to discover new artists and follow old favorites, epsecially with People 18-29.
Lily Allen is just one of many artists who launched her career on MySpace Music without a record label.
So what was the brief?
Make Carefree more relevant with teens and young women.
And the idea? An intimate "Up Close & Personal" interview show and concert tickets with three popular female artists - Lily Allen, Katie Perry and Jessica Mauboy - hosted by female phenom Ruby Rose.
The result? Carefree's business objectives were achieved through the bespoke branded entertainment program, giving the tampon brand permission to subtly have a presence in sites like MySpace through branding devices like the pink flower.
Carefree also proved that there needs to be a much broader definition of branded content. It's more than producing TV shows or short films. It might be a concert series, video game or series of blog posts or photos.
And, of course, consumers helped to co-create the "Up Close and Personal" content through their comments and photos of the events.
Not to mention Carefree tweets from Katy Perry and Ruby Rose. Not bad for a tampon brand.
(Credit to Holler Sydney and OMD Sydney for a successful campaign.)
Whether you've seen it or not, I'm a sucker for a pretty picture instead of data, so I could not resist posting the new AIMIA interactive graphic from The Interaction Consortium (with Nielsen Online stats), tracking the evolution of the most popular online properties and services in Australia since 2001.
The clever interface shows:
Aussie usage grows faster than penetration Google and Facebook still reign supreme on the top 100 online properties list by audience Nearly 12M Aussies are online in 2009
Nothing new, but it sure got the attention of the J&J marketing department.
Watch the video and have a play with the graphic
Find out more from AIMIA
(Thanks Matt @ Facebook)
