This document summarizes Johnson & Johnson Latam's shift from traditional to digital marketing. It discusses moving from mass marketing to precision marketing targeted at specific audiences and behaviors. Key changes included increasing the digital media budget from 36% in 2015 to 73% in 2018, and requiring structural changes across marketing, agencies, and partners. Mobile commerce was tested with 6x sales growth. Brand lift testing showed improved ad recall, awareness, and purchase intent versus benchmarks. The lessons discussed focus on leveraging partners, taking risks, tracking adaptations, and driving internal change to strategically align, test, learn and scale approaches.

2. REVOLUTION OF
CONNECTIONS MIX
JOHNSON & JOHNSON LATAM

3. 3

5. IT´S ALL ABOUT
ART & SCIENCE

6. Total Brand Experience - TBX
Our J&J Purpose TBX Mission
Build brand love and value with
an ecosystem that creates world
class content and seamless
connections thru commerce to
profoundly impact consumers.
We blend
Science and Ingenuity to
profoundly change the
trajectory of healthy for
humanity.

7. SHIFTING TO
DIGITAL
TOUCHPOINTS

8. RESULTING
DIGITAL &
MOBILE
BOOM

9. So what happened in Johnson & Johnson Latam?

10. A new way of marketing
Mass Marketing Precision MarketingOld way
New way
Broad reach – based
Demo target
Channel first
Fixed message
Personalized, at scale
Behavior targeted
Audience first
Dynamic custom message

11. Optimizing campaign planning
From To
Reach against a
buying demo
Plan by channel (TV,
Print, Search)
One size fits all
Reach against high
value audience
Plan by behavior
Addressable content

12. From traditional media mix to a growing digital focus
2015 2016 2017 2018
64%
36%
73%
30%
Digital Arg
Traditional Arg
Digital Latam
Traditional Latam

13. Requiring structural changes of all stakeholders
MANAGEMENT MARKETING AGENCIAS PARTNERS
INTERNAL EXTERNAL
LOCAL
REGIONAL
GLOBAL
MEDIA
CREATIVE
PR
MEDIA
ANALYTICS
TECH
STAKEHOLDERS
LOCAL
REGIONAL
GLOBAL

14. TEST AND
LEARN

15. Mobile Commerce
DO2O - Execution Sales Results Share we Expected What really happened
FMCG eCommerce has it’s specificities, which we have to tackle
Partner definition 600% growth in 8 months Based on marketplace
execution
What really sold
jan/18
fev/18
mar/18
abr/18
mai/18
jun/18
jul/18
ago/18
Volume Orders
Johnsons
Baby
29%
Cotonete
15%
Sempre
Livre
11%
Johnsons
11%
Tylenol
9%
Listerine
4%
Carefree
4%
Outros
17%
1º Carefree Tododia sem perfume 14%
2º Tylenol Sinus 500mg+30mg 24 U 4%
3º Cotonete 150 U 3%
4º Sabonete Branco J&J Baby 80g 2%
5º
Lenços Umedecidos Baby Recém-
nascido 48 U
2%

16. + 6pts
+ 17pts
Ad Recall
Brand Awareness
Brand Lift Results
Higher than Nielsen benchmark
Higher than Nielsen benchmark

17. + 3pts
+ 14pts
Ad Recall
Message Association
Brand Lift Results
Test & Learn
Higher than Nielsen benchmark
Aligned with Nielsen benchmark

18. + 6pts
+ 22pts
Ad Recall
Purchase Intention
Brand Lift Results
Higher than Google benchmark
Higher than Google benchmark
+ 11.5 on sales
95% invested on mobile
MPA

19. BEFORE: AFTER:
• Message
apprehended:
menstruation is
comfortable
• Negative
comments: 32%
• Message
apprehended: it should
be comfortable to talk
about menstruation
• Negative comments:
12%
+ 9pts
+ 14pts
Ad Recall
Message Association
Brand Lift Results
Higher than Millward Brown benchmark
Higher than Millward Brown benchmark

20. STAY AHEAD OF THE TREND. LEVERAGE PARTNERS IDEAS, BETAS, PILOTS, DREAMS...
TAKE RISKS. TRACK & ADAPT.
LISTEN TO THE EXPERTS.
PREVENT EVER BUDGET INSUFFICIENCY FEELING.
FIND THE RIGHT IDEA AND DIG DEEPER BEFORE MOVING TO THE NEXT. ONE
DON’T FOCUS ONLY IN THE OUTSIDE. THE CHANGE SHALL BE IN THE INSIDE.
ALIGN STRATEGICALLY. TEST, LEARN AND SCALE .