CASE STUDY: JOHNSON & JOHNSON
Challenge:
Johnson & Johnson turned to The Mom Complex to help extend the product lifecycle of their No More Tangles line. Historically trusted for baby shampoo, the brand wanted to cast their reach beyond baby and into kids – and they wanted to start with Hispanic mothers of children 2-8 years old, due to the fact that these women see their child’s appearance as a reflection of their love.
Solution:
The Mom Complex immersed the Johnson & Johnson leadership team in our original research into Hispanic mothers and helped them develop new ways to connect with this important audience. This consulting assignment led to a marketing platform that helped reach Hispanic moms during pivotal moments throughout the purchase cycle – serving up compelling messaging and content that was both authentic and engaging.
Results:
No More Tangles for Hispanic moms set the foundation to expand the focus of Johnson’s Baby to general markets and continues to grow leadership in the toddler category in 2015. Specific business results include:
Increase in consideration.
Consumers who viewed the No More Tangles ads were 6 times more likely to buy other Johnson & Johnson health and personal products.
Increase in sales.
Johnson & Johnson saw an 89% increase in incremental sales of No More Tangles for the year.
Increase in consumption growth.
Johnson & Johnson saw an 18% increase in consumption growth in 2015 versus 2014, outperforming overall category growth by 17% and driving $10 million in shipments during Q4 alone.
