12 Gustavo Johnson & Johnson sep18
•
1 like•88 views
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.
Recommended
More Related Content
What's hot
What's hot (20)
Similar to 12 Gustavo Johnson & Johnson sep18
Similar to 12 Gustavo Johnson & Johnson sep18 (20)
More from Mobile Marketing Association
More from Mobile Marketing Association (20)
Recently uploaded
Recently uploaded (20)
12 Gustavo Johnson & Johnson sep18
- 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.
- 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 .