When Johnson and Johnson wanted to raise awareness of their Baby products in the Middle East, they partnered with Vamp. Our strategy that generated 9,000 clicks to their website, at a cost five times lower than the industry average.
Objective
Johnson & Johnson wanted to highlight the benefits of the Baby products through influencers personal stories about the brand and drive customers to the Johnson & Johnson website.
Working with Vamp was very seamless. I really loved the aspect of declining and liking the influencers we wanted to work with on the platform and how easy it was to see their content. We also used the element of ad ready which really provided and added value to the content generated. Our first campaign with Vamp was a huge success and all in all I would love to work with Vamp again!
Sawsan Abdillahi, Regional Influencer Manager, Johnson & Johnson
Strategy
The campaign combined a beautiful influencer content with strategic paid media boosting.
Phase one
16 locally relevant influencers created Instagram posts and Stories sharing the products – and their unique, authentic experiences of the brand – with their engaged audiences. In addition to the Instagram activity, Vamp engaged one YouTuber.
Phase two
To amplify the beautiful influencer content created, Vamp developed a boosting strategy to further drive awareness among key audiences, engagement and traffic to increase purchase intent.
Vamp was able to choose the assets that had performed strongly in phase one to optimise the budget and maximise results. Johnson & Johnson’s target customers, mothers and mums to be could targeted directly and driven to their website.
Toolkit
- Managed campaign
- Influencer marketing
- Boosting
Results
- 1,132,000 customers reached
- 8,992 link clicks
- $0.36 cost per click, almost five times lower than industry benchmark
