The skin care brand crafted 88 addressable creative units featuring product pairings that introduced consumers to new Neutrogena products based on their purchase histories. The campaign reached 18.1 million households, generated 83 million impressions and returned $5.84 million on ad spend, shattering previous benchmarks by 189%.
“Offline will still be a significant portion of our sales, but growth online will double,” Lewis said. “Consumers still want the physical but they operate on the digital.”
And a foray into programmatic hasn’t been J&J’s only evolution.
For Listerine, J&J tweaked global TV campaigns with cultural nuances to see share rise by 1.1 basis points in certain local markets. The company executed its first ever digital brand launch for Aveno in China. It’s hiring more product and digital specialists and partnering with outside vendors to modernize its brands.
Such partnerships allow J&J to strengthen its brands by “down-streaming and democratizing things that sit in a dermatologist’s office,” Lewis said.
Lewis left CPG brands with a strong message to take home.
“We have to be more fluid and horizontal in our structures,” Lewis said. “Take years of category experience and partner with unexpected players.”