We designed and executed a multi-channel campaign, capitalizing on the power of the Johnson & Johnson Consumer Inc. (JJCI) brand portfolio, to drive traffic and conversion across brands on a single landing page during Amazon’s Turkey 5 holiday (T5), a five-day shopping period from Thanksgiving to Cyber Monday. This first-ever portfolio-wide landing page showcased 20+ JJCI brands and was amplified through a breadth of paid media channels.
The primary objective of this campaign was to increase sales, cross-sell between categories (Beauty, Baby, Health Care) using value-focused messaging and drive awareness for the JJCI brand by using the power of the brand names under the portfolio like Neutrogena, Aveeno Baby, & Tylenol, all during a high traffic sales moment on Amazon.com. We measured success by analyzing: Social engagement, attributed ad sales to Deal items (ROAS), Conversion Rate (CVR), Click-through rate (CTR), Detail Page View Rate (DPVR), and Purchase Rate (PR).
To ensure JJCI products were top of mind and in consideration during the holidays for shoppers, we leveraged savings-based creative messaging and the power of the portfolio as the center of our approach. We used a full-funnel approach to ensure consumers were served from all angles from social (leveraging influencers and paid posts) to offsite browsing to onsite searching/browsing in category and at physical Amazon Lockers.
Strategy:
- Value-Focused Messaging and creative: Emphasized deals and value propositions to entice customers to purchase multiple items at once.
- Messaging: Lead-up communication focused on “Stock Up” and consideration messaging, as consumers and shoppers began to build physical and mental shopping lists going into T5. Event messaging used “Buy Now” CTAs to create a sense of urgency for our shoppers.
- Multi-Channel Approach: We coordinated efforts across Retail Media, Shopper, Sales, and National teams to ensure consistent messaging and maximum reach. Paid media channels include Social, Search, Display, Influencers and OOH.
- Leveraging Brand Portfolio: We utilized well-known brand within JJCI such as Neutrogena, Aveeno Baby, & Tylenol (totaling over 20+ brands and 225 discounted “deal” products) to increase trust and build awareness of the deals.
- Timing: We capitalized on Amazon’s existing tentpole event to reach consumers during a period of high traffic and sales. Using a two-pronged approach, we hit audiences over a lead-up and main event period.
- Audiences: We tapped into two core audience groups:
- Contextual, Category, and in-market audiences to drive consideration and increase New-to-brand buyers. The goal was to reach audiences who may be shopping the category or adjacent categories but not immediately thinking about our brands.
- Retargeting audiences to drive conversion, such as past brand purchasers, lapsed purchasers, competitive buyers as well as Product Detail Page site visitors.
Execution: We designed and executed a multi-channel campaign, that leveraged online and out-of-home tactics, and coordinated across Retail Media, Shopper, Sales, and National teams. The strategic blend of platforms included social media (influencer marketing via TikTok and Instagram), Amazon HUB Locker wraps, Search ads (Sponsored Brands), and Display ads (Dynamic on-site & off-site ads), all driving to the custom “Kenvue Holiday Essentials” landing page. The landing page featured 225 products on the main home page.
Execution Levers:
- OOH: 1st ever JJCI Branded Locker Wraps at 75 Amazon locations with QR code functionality.
- Social & Influencer campaigns:
- 12+ creators across Tiktok & Instagram featuring Millennial, Gen Z, and Zillennial creators.
- Amplification of deals through posts & stories
- Display (Offsite & Onsite Programmatic):
- Lead Up: Programmatic banners with “Stock Up” messaging aimed at driving awareness of upcoming deals & traffic.
- Week Of: Banners with “Save Now” messaging driving conversion using value-based messaging.
- Post event: By continuing to keep the custom page live, we were able to retarget store visitors and continuously grow our retargeting pool.
- Search (Onsite Retail Media): Sponsored Brands: Multi-brand Sponsored Brands to drive to Category specific landing page using Deals messaging.
Our integrated campaign delivered outstanding results for the client that exceeded initial expectations, demonstrating the power of strategic multi-platform and multi-channel synergy.
Physical Tie In:
- In-person activation to drive awareness included custom QR code driving shoppers to purchase on Amazon via custom brand store.
- Social:
- 12 different creators with more than 4.6MM followers collectively
- 39 Total Posts, driving:
- 16MM Impressions
- 7.7MM Reach
- Display (Offsite & Onsite Programmatic, FireTablet) and On-site Retail Media Search: Increases YOY in all key metrics including ad-attributed sales, product detail page traffic (+47%), CTR (+65%), purchase rate (6x), and new-to-brand (+21%).
