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Johnson and Johnson Mission | Tactics | Deployment | Victories Mission Johnson and Johnson was seeking to deepen the relationship between teen girls and its Clean and Clear skincare range, one that would increase the brand’s value, drive traffic to retail and boost sales with this hard-to-reach and (get out!) unpredictable group. Tactics Communicator and Johnson and Johnson put their heads together and concluded the best way to engage teen girls would be where they are at their most responsive: No, not a Justin Timberlake FutureSexLoveShow – shopping with friends! Deployment The result was an end-to-end solution that launched a wireless Clean and Clear point-of-sale (POS) kiosk at Supré teen fashion stores. Standing taller than the Olson twins, the kiosk rewarded purchases of Clean and Clear by instantly awarding such prizes as music vouchers, Girlfriend magazine subscriptions, mobile ringtones and wallpapers, and Clean and Clear product packs. All prizes were attained by entering the purchased item’s barcode and receiving the prize via their mobile handset – seeing that teens like instant gratification and stuff. What-everrr. Participants were also automatically entered into a weekly iPod draw and monthly draw for major prizes, and enlisted to receive reminder broadcasts. Fashion tips and beauty-related trivia also added to the interactive on-screen experience, while all content was readily updated from Communicator’s remote wireless content management system. Victories A controlled test phase showed that the kiosks were most effective when placed near the sales counter and with motivated Supré staff, so adjustments were made, included the addition of employee incentives. Implementation followed, resulting in a skyrocketing of sales conversions – an average of 6.4 percent sales increase at local retailers directly due to kiosk activity, and as high as 27 percent at one outlet – while consumer times spent at the kiosk far exceeded expectations. A participant survey revealed that 80 percent of entrants felt far more positive about the brand following their kiosk experience, and 51percent said they would definitely purchase Clean and Clear the next time they needed a skincare product. Now that is wack, tight, fully sick… sorry, girls, we’ll stop embarrassing you now. As a result of the campaign’s success, we’ve begun to work on an Australia/NZ launch of some 100 kiosks, while further integrating emerging music artists and related media brands.

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