Business Challenge
Johnson & Johnson needed to increase household penetration among Hispanic consumers for 15 of its major brands in product categories including skincare, eye care, diabetes management, baby products, wound care, pain management and oral care. In light of pressure from a key customer, Walmart, J&J wanted to demonstrate that its brand portfolio was relevant and that the company could lift sales by motivating this important emerging consumer segment.
Insight
Reaching and influencing emerging consumer markets is much like reaching consumers through social media. Hispanic consumers tend to be less influenced by traditional marketing and advertising; they rely heavily on recommendations from family and friends. Culturally relevant, one-to-one interactions that deliver education and product information are particularly effective in generating trial and conversion.
In the personal health and wellness categories in particular, there was a lack of simple, culturally relevant information available to Hispanic consumers.
Strategy
To unite the various Johnson & Johnson brands, and create a cohesive consumer experience in partnership with local community health organizations, aim developed the Vida Nuestra (Our Life) platform. Vida Nuestra was delivered through multiple touchpoints, including more than 100 activations at Walmart and Hispanic-targeted grassroots events. The centerpiece of each event was a mobile vehicle that re-created the typical Hispanic home and featured live demonstrations of how J&J products fit into a healthy life.
Bragging Rights
The program improved brand perception and sparked a 21% sales lift. Weekly sales for participating brands spiked 165.7% at stores where the events occurred (non-Vida Nuestra stores) during the event week, and baseline sales improved 21.1%. And participating J&J brands saw double-digit increases in aided awareness, purchase consideration and post-event purchases.
