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Brandcast 2019: Alison Lewis, Global CMO, Johnson & Johnson | YouTube Advertisers

Brandcast 2019: Alison Lewis, Global CMO, Johnson & Johnson | YouTube Advertisers


[APPLAUSE] ALISON LEWIS: Innovation is
in Johnson & Johnson’s DNA. Our founders started the company
in the midst of the Industrial Revolution. Alongside the steam engine,
telephone, and typewriter, our company transformed society
with life-saving innovations like sterile dressings for
hospitals and maternity kits that made home births safer
for both mothers and babies. Today, 130 years
after our founding, our iconic brands like
Band-Aid and Listerine can be found in the homes
of over 1 billion people in more than 140 countries. When I joined Johnson &
Johnson in a brand-new role, the company had seen incredible
global growth for decades by reaching homes with TV
as the dominant medium. But at that time, the
model was in the process of undergoing a
huge transformation to modern marketing
that embraced digital. These changes were at a scale
and pace that is never easy. I made a point of getting out
to visit our marketing teams and consumers themselves in
as many places as I could, from Topeka to Mumbai. And what I learned
confirmed my belief that we needed to make
bigger changes happen at an even faster pace. Our consumers were living an
increasingly digital life. And J&J marketers needed to be
empowered to help our brands connect with them when
and where it mattered. My most important
role as CMO has been serving as a champion
for this change through what I call data-inspired creativity. In embracing a
digital-first mindset, we left behind the old model
of launching a campaign and hoping that it worked. Today, like all of
you, we’re focused on constantly monitoring our
results, pivoting as needed, and engaging with audiences
about their passions and on their terms. The first step in
our transformation was to seek out the
strongest external partners, and YouTube was
an obvious choice. It provides an authentic,
real-time reflection of our global society, which
complements our company’s mission to always stay as close
as we can to our consumer. And partnering with
YouTube doesn’t just allow us to be more responsive
to consumers’ desires. It helps us to be more
proactive, and even more predictive. For example, when searches
for beauty hacks using lemons began trending on the
platform, we paid attention. Then we hit our
labs to look at how we could build upon this
insight and created our own line of products featuring this
in-demand ingredient like Clean & Clear Lemon. We also partnered with YouTube
creators Brooklyn and Bailey to develop a Gen-Z-approved
skincare line called C & C by Clean & Clear. Because who better to identify
these insights than YouTube creators with a subscriber
base of over 5.6 million potential consumers? These examples
demonstrate how YouTube is the only partner
where you don’t just learn who your
consumers are, but also what your consumers want. YouTube also gives us a
direct line to our audience, allowing us to engage with
them on their passions. And YouTube helps us to create– reach audiences
we can’t with TV. We can reach the
health-conscious person at the gym, the frequent
flyer on the go, the young professional commuting
to work, and many more. Not only that, we’re able
to customize our messages on the fly, evolving as
fast as the weather changes. This is customized
creative at scale. And one of the best
examples of this is our work on Neutrogena
makeup remover wipes with YouTube Director Mix. For this campaign, we
created 21 customized videos, each with its own unique
combination of copy and images. And using Google Insights,
we leveraged time of day, location,
and weather to serve the most relevant creative
to the most relevant person when they needed it most. The impact was huge. We saw a 14% increase in sales. On top of that, 72%
of incremental sales came from brand-new buyers. We’ve never seen this kind
of return of investment on our investment before. [APPLAUSE] Using data-inspired creativity,
we increased our sales, we engaged with a previously
untapped audience, and we converted
them into customers. Throughout it all, we
relied on YouTube’s insights to adapt again and again. The launch of the campaign
was only the beginning. Because we’d seen such
incredible success with Director Mix, we led
with a YouTube-first approach for our largest consumer launch
of 2019, Listerine Ready! Tabs, a solid tablet that
turns into a liquid mouthwash as you chew it. The challenge for us was that
this product was so innovative that people had no
idea how to use it. We had to educate our consumers. And where does
anyone go to learn? YouTube. 10 years ago, if the ice
maker in my fridge broke, I would have called an
appliance repair service. What happened at my
house earlier this year? Well, I got on YouTube,
watched videos, and I actually fixed it myself. [APPLAUSE] So to tap into that
learning element, we worked with Google
Brand Lab and YouTube to create a sophisticated
consumer journey that answered critical questions. What was it? How do I use it? Why do I need it? And we leveraged a
mix of tools tailored for different consumers
at different stages, such as awareness and
brand consideration. Again, the launch
of the campaign was only the beginning. As our audience grew,
we adapted and pivoted to tell a stronger story. This is the
YouTube-first approach, and it helped us to achieve
significant brand lift results that were six times
higher than what we’d normally see across J&J brands. We also ran an
independent study which found that this approach
increased recommendation intent by five times
versus our industry norm. So by leveraging YouTube’s
incredible reach, tools, and insights, we were
able to achieve something that marketers could only
dream about five years ago. It was our largest
digital investment ever. And we made that investment
because we believe in data-inspired creativity. And we believe in
the power of YouTube to help us drive results. Today we no longer look
at digital as an add-on. We know it works. And we know it delivers a
better return on our investment. That’s why we’ve increased our
YouTube spend 250% since 2015. [APPLAUSE] As I look back on
our transformation, I’m extremely proud of how
quickly Johnson & Johnson drove this change. And I’m thankful to
YouTube for their help throughout this journey. Our company was founded during
one Industrial Revolution, and today, we’re operating
in a time that is just as disruptive and exciting. Data and technology are already
enabling the next quantum leaps forward for business. But it’s up to all of us to help
innovation elevate humanity, not eclipse it. With YouTube as
our partner, we’re able to make the best,
most personal connection to the billion people
who turn to us to improve their health and their lives. Thank you. [APPLAUSE]

4 thoughts on “Brandcast 2019: Alison Lewis, Global CMO, Johnson & Johnson | YouTube Advertisers

  1. Brandvertising NOT Advertising particularly local artisan independent businesses. Guess profit comes first and consumers privacy just an inconvenience to be gotten out of the way.

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