Johnson & Johnson’s Motrin Uh-Oh

Motrin Mom Campaign Blunder
In 2008, Johnson & Johnson faced a social media crisis when its Motrin mom campaign backfired.  Advertising Age did a nice job at creating a timeline of the events leading up to it being pulled from circulation.

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Brief background
Johnson & Johnson is a multi-national pharmaceutical, medical device, and consumer packaged goods manufacturer.  It operates more than 250 companies in over 60 countries.  The company has a long history of being listed as a Fortune 500 company and is listed as one of the happiest companies to work for.

Social Media Implementation in Business and J&J Itself
Social media has become a vital and ingrained part of business.  Advertising and marketing benefit from the use of social media applications because it generally tends to be cheaper than traditional marketing.  Below is a CPM chart from 2016 (also known as cost per thousand impressions); this metric exemplifies just how cost effective social media is when trying to reach 1,000 people.

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Other benefits of social media for business include: quick promotion of brands and products, a two-way interaction between the company and customer, research, and the development of a long- term following.  Companies also realized that the rise of the internet, also helped launch more customer to customer interaction.  The internet, therefore is full of influential individuals, which companies have recognized play a major role in the success of their products and services.  People tend to trust other people who are not associated with the company of the product or service.

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Johnson & Johnson has long been known for its emphasis on social engagement as depicted in their Credo when it states it has a responsibility to the community.  In 2014, the company was ranked the top pharmaceutical company for social media engagement by IMS Health.  The company was ranked by utilizing a reach index: a relevance and a relationship index that uses likes, shares and re-tweets.

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The company began its social media engagement by creating its first blog in 2006 called Kilmer House, closely followed by JNJ BTW.  J&J maintains a presence on all its interfaces such as YouTube Health channel, Facebook, and the various accounts it holds on Twitter.

The Motrin Advertisement
Despite the success Johnson & Johnson has had with social media and as a company as a whole, the company has dealt with previous incidents that affected its image as a top-notch pharmaceutical company.  One incident occurred  in 2008 when J&J launched Motrin Mom, an online and print campaign for Motrin.

Although it is clear the company aimed to target and sympathize with moms who experience pain by carrying their baby in slings, it inevitably backfired in two ways:

  1. It implied that babies were fashion statements, you were not an official mom if you didn’t use a sling, and even looking crazy.download
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  2. Influential mom bloggers caught wind of this launch and immediately began expressing outrage over the message projected.  Some influential bloggers who began the Motrin storm were Jessica Gottlieb, a Los Anegles blogger with 1000+ Twitter followers and Katja Presnal, an online retailer and New York Blogger with 4000+ Twitter followers, who collected tweets from offended moms and created a YouTube video titled “Motrin Ad Makes Moms Mad“.  As of today, it has been viewed 120,000 times.

Motrin Crisis Management
As a current digital marketing student, this case is an excellent example of what can occur in any business and the plights of using social media.  After this online storm occurred, Johnson & Johnson removed the campaign immediately and its VP of marketing at McNeil Consumer Healthcare, Kathy Widmer, also posted an apology letter on the Motrin Website, mom blogs like New York Times’ Motherlodeand sent out emails to outraged mom bloggers themselves.

In regards to the crisis, I believe Johnson & Johnson immediately pulling the campaign from rotation, showed that the company truly cares about the way consumers’ view its products and the company itself.  Despite this, I can’t help, but wonder if the company reacted too quickly.  I read this Advertising Age article online by Jack Neff who revealed that before the controversy, the video ad was receiving about on 5,000 daily views on average with online buzz being generally positive or neutral towards the campaign.  Once the ordeal began, negative tweets only accounted for about 35% of the tweets using the hashtag motrinmoms.

With this new information, I believe Johnson & Johnson could have apologized, as it did, and tried to explain what their honest intention was: they never meant to undermine any mother or child.  Perhaps J&J could have pulled the campaign and immediately send out a new and improved spin on it by creating a corrective viral advertisement.  An ad in which all moms and their superhero strengths are celebrated.

Using Kathy Widmer as a spokesperson to represent the company during this crisis was great considering that she is also a mother of three.  The company could have used other influential figures or presented other moms who were pleased with the campaign.  In regards to those vocally criticizing that slings did not cause back pain, Johnson & Johnson could have used doctors or back specialists and posted their clinical explanation on their YouTube health channel.

The outraged mom bloggers who J&J had to personally send an email to could have also been invited down to headquarters to meet with Kathy Widmer and the marketing team to show them the studies they did prior to releasing this campaign and even gather some suggestions from them on what moms would rather hear in a Motrin campaign.

Johnson & Johnson should track the online discourse regarding their Motrin campaign and compare the number of people who actually do find it offensive and those who do not.  The company could also track its sales to get a financial perspective on how effective this ad was.  It seems that J&J has a large social media team and rather than increase it in size, it should continue to allow its employees the flexibility to answer consumer questions based on their area of expertise.  The company should also ensure that they have an outstanding management team in place to lead this group effectively.

Despite this blunder, Johnson & Johnson continues to be a thriving company.  Although the implementation of social media allows for faster and sometimes unwanted online discussion, the benefits of using these effective tools outweighs the negative.  It is really up to the company to ensure that they are transparent and ready for any social media storm that may occur.

The Human Search Engine

Unsettled is how I felt as I read the article, “The Data That Turned the World Upside Down”, by Hannes Grassegger and Mikael Krogerus.  Although I am not shocked to hear that we do, in fact, leave a digital footprint, it was concerning to learn that psychometrics and a social media platform were utilized to create a database of over 220 million people.  Not only has this revolutionary method created a “human search engine”, as the article called it, but it has created a powerful marketing tool that enables companies like Cambridge Analytica to personalize advertising down to a single individual.  Just like ad targeting, which personalizes advertisements based on previous browser history, ad variations were used throughout Donald’s Trump presidential campaign, specifically 175,000, in order to target recipients at a microscopic level and in an optimal psychological matter.

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It is baffling and scary to believe that companies can literally take what any individual would perceive as an innocent like or post from Facebook and use that data to create a persona.  This persona not only represents a consumer like you, but it literally knows what you would like to hear, see, and who you are as a person!  The article stated: “…an average of 68 Facebook “likes” by a user, it was possible to predict their skin color (with 95 percent accuracy), their sexual orientation (88 percent accuracy), and their affiliation to the Democratic or Republican party (85 percent). But it didn’t stop there. Intelligence, religious affiliation, as well as alcohol, cigarette and drug use, could all be determined. From the data it was even possible to deduce whether someone’s parents were divorced”.

The psychological use of data and analytics allows digital marketers to personalize advertisements at a microscopic level.  Cambridge Analytica, credited for the success of both the Brexit campaign and President Trump’s campaign, utilized the combination of three methods: the OCEAN model, big data analysis, and ad targeting.  The OCEAN model, based on five personality traits, allows marketers to get to know who their target audience is based on openness, conscientiousness, extroversion, agreeableness,and neuroticism.  Big data analysis allows them to sift through any patterns of behavior or interactions found through their digital history and finally ad targeting allows marketers to personalize to each personality presented from the OCEAN model.

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Ad- targeting definitely plays a major role in my daily activity as I scroll through various apps and sites.  There is not a day that goes by when I don’t see a Lord & Taylor ad on the side of my laptop screen.  This article confirmed my initial thoughts on the usage of the internet and technology, we are being unconsciously monitored.  Alexander James Ashburner Nix, CEO of Cambridge Analytica, also brought up a very good point: traditional mass marketing is dead or most likely, on the verge of extinction.  Nix was quoted saying: “My children will certainly never, ever understand this concept of mass communication.”  The future of digital marketing looks cut-throat as many competitors will implement these methods in order to utilize minuscule details to grab each individual’s undivided attention.  My housemate was talking about advertising today and how he almost felt cheated since it’s the marketers job to sell you on an idea, filling you with this need to obtain whatever it is they’re selling.  My housemate has yet to read this article… if only he knew what the future of digital marketing holds with big data analysis, he’d run for the hills screaming.

All You Need is Ecuador.

I spent a few days researching digital campaigns, hoping to find one that aligned with my interests in either fashion or my love of animals, but none of the campaigns I found resonated with me.  Once I was on the verge of giving up, I had a moment of clarity.  I didn’t need to find a digital campaign because I already knew of one that spoke volumes to me: All You Need is Ecuador.

Yearning, that’s the adjective I’d used to describe what this campaign evokes in, perhaps, many individuals.  The campaign utilizes the beautiful and dynamic scenery that envelopes this small, yet magnificent country, while simultaneously playing an acoustic rendition of a widely- acclaimed Beatles song, “All You Need is Love”.

Speaking as someone who has traveled to Ecuador, the campaign made me miss a home I never got to fully know.  As I was researching this, I came across a YouTube comment from a native Ecuadorian who posted: “Es muy interesante, el video me hace querer viajar a mi misma dentro del pais…”, which roughly translated states: “it’s really interesting how this video made me want to travel within my own country…”.

The Ministry of Tourism of Ecuador launched this campaign in order to publicize the spectacular attractions of the country and boost tourism, which accounts for a large portion of income.  The audience specifically targeted were those who sought adventure, escape, discovery, and new memories.  The overall message behind this campaign is that Ecuador is filled with diverse terrain, climates and people, allowing you to get away from the mundane and get in touch with yourself through the experiences you create.

Launched in 2014, this international campaign saw much success due to its strong digital media presence.  Various mediums, such as social media platforms, television, billboards, and  e-publicity were utilized to position Ecuador on an international level.  During the 2015 Super Bowl broadcast, Ecuador became the first foreign country to buy a thirty-second commercial to promote tourism.  The hashtag #AllYouNeedIs became a global trend and generated a vast amount of digital interaction.  Eventually, the full hashtag, #AllYouNeedIsEcuador, became a trending topic in seven countries.

Through the use of imagery and emotional appeal, the campaign was able to strike a chord in the hearts of adventure seekers.  Despite having visited the country a few times in my life, when I view one of these ads or scroll through its Instagram page, I come to the realization that I have yet explored what this country has to offer.  The campaign makes me want to take an adventure down to Ecuador and hopefully one day soon, I’ll get to say I did again.  As its tagline states: “Like nowhere else, all in one place, and so close”, all I need is Ecuador.

 

 

Welcome to my blog!

In the About Me section, you can learn a little bit more about who I am, but also get a taste of why I created a blog in the first place.  To continue on that thought, I am currently enrolled in a social media marketing course.  Although we were required to create a blog, I have always aspired to be a blogger.  I would love to someday create a lifestyle or fashion blog.  Through this platform, I hope to share my thoughts on particular social media subjects, while simultaneously share and blog about topics I enjoy.  Happy reading!