Johnson & Johnson (‘J&J’) built their reputation in China for 30 years around a core belief -- caring for others is what ultimately fulfills us. They are largely unknown as a good corporate citizen; online conversation reveals 78% of comments are on baby products, the rest on contact lenses. We needed to build J&J’s reputation around their core values.

A fresh approach was needed to drive meaningful connections, emotional resonance in China, one that would shift attitudes on what it means to commit to a life of caring.

Our integrated, digitally focused strategy under the theme ‘breath of life’ was the first successful step in accomplishing an ambitious goal.

Through influencers, employee advocacy, targeted media and interactive digital experiences, we solidified J&J’s reputation as a leader in healthcare, empowering those who care.

Our campaign touched hearts and J&J reached new heights earning 92% likability, 88.6% awareness by the campaigns conclusion.

Starting with an internal drive to embed our belief that ‘caring for others gives meaning to our own lives’ was a crucial beginning to changing public perception.

We armed ourselves with three core campaign tools.

An inspirational video explored life as the growth of a child between breaths, reaffirming J&J’s promise of caring for those who care

An official campaign site reinforced the connection between our ‘breath of life’ theme and ‘NR’, tailored to enrich conversation internally and externally; content optimization ensured dominance of China’s national search engine, Baidu.

An interactive mobile game deepened engagement with a broader audience, encouraging people to share their own message of care written in the fog their breath

We negotiated partnerships with China’s largest online platform, Sina, and vertical site Yaolan.com, aimed at mothers, to amplify our message and executed a social co-creation strategy via WeChat and Weibo to further drive advocacy.

With our video reaching over 3 million views, 284% of our target, our campaign site receiving over 2.9 million page views, more than double our target, we touched enough people to massively develop brand sentiment from 29% to 40% and overall likability from 67% to 92%. Brand awareness grew from 77.8% to 88.6%, from 4th in J&Js category to 2nd, into a tier comparable to well established brands such as Coca-Cola, Unilever, and P&G.

Positive online dialogue about the J&J brand nearly doubled to 83% of the total conversation volume with 99% of Weibo responses to our campaign positive, and for the millions exposed to the campaign 82.3% now say J&J is ‘The leading healthcare company’, an increase of 28.8%.

By building trust in our brand and showcasing the compassionate efforts of healthcare professionals we accomplished a great first step in building a more cohesive community and a healthier China.