Category: Best Use of Social Media Marketing
Advertiser: JOHNSON & JOHNSON CONSUMER
Product/Service: CAREFREE
Media Agency: INITIATIVE, Bangkok, THAILAND
Marketing Manager: Sathika Rukdang (Johnson & Johnson Consumer Co.)
Brand Manager: Chavika Vatcharabunchot (Johnson & Johnson Consumer Co.)
Managing Director: Panitee Pliancheewin (Initiative)
Business Associate Director: Chasesada Lovanich (Initiative)
Strategic Planning Director: Surasak Lhueng-U-Sakul (Brandbaker)
Media placement: Carefree Daily Daisy Application - Facebook - October 1, 2011
Insights, Strategy & the Idea
Challenges:
- To establish Carefree proposition of ‘Everyday Freshness’ among teens target, and drive more engagement between brand and consumer as part of her life.
- Low involvement of liner to target consumers because they don’t see the needs
- To recruit Thai women to our community, and then talk to them why liner is needed which Carefree can give them confidence to make the most of everyday
Insight
- Thai women need some little extra supports to build their confidence to make her day. Just putting on make-up or wearing hi-heel shoes really make them feel good and more confident and ready to take on the day.
Strategy
- Create a viral campaign to get attention, participation and addiction from the target group by using the belief of Thai women and confidence tips that users can get only from Carefree to make the most of everyday.
Creative Execution
Execution
- Create fan page for Carefree on Facebook, named “Carefree Fresh Me Up” as landing page
- Develop unique horoscope application, named “Daily Daisy”, by using “Daisy flower” which is Carefree’s icon/symbol, and applying leaf selection as drawing mechanic for prediction which users can choose their interests in 3 key areas – love, study and life and placed on Carefree’s fan page
- Each user can use this application to predict her horoscope or her friends’ which prediction will be posted on their news feed; a function to help make this application viral.
- Web Seeding and display ad/banner were used to promote this application.
Results and Effectiveness
"The insightful mechanic get the fastest response to brand community with minimal spending"
- Getting over 12,000 fans within the first 2 weeks with low initial support of Display Banner and Online Seeding as WOM spreading.
- Key message of “Carefree gives women the confidence to make the most of everyday” were shared in Social Networking more than 60,000 times in everyday, and over 400,000 times within the first month