J&J Melts Stress with Online Campaign

Johnson & Johnson is out with an interactive marketing campaign that features social networking elements, online video and a widget to promote its Melt Away Stress adult skincare line.

The campaign, which kicked off yesterday, centers on a microsite at http://www.JohnsonsForYou.com/escape. Visitors can take the “Escape Your Stress” as a widget application. The quiz asks people to read various stress-inducing scenarios and choose the image that best represents their response. Once finished, results will help people identify the strengths and weaknesses of the person’s approach to dealing with stress and offer relaxation tips using Johnson’s products.

People can also watch videos, hear interviews and receive advice on stress, friendship and beauty from actress Ana Ortiz, of ABC’s “Ugly Betty,” a life coach and Susan Cernek, Glam.com’s fashion and beauty director. Visitors can also download $1 off coupons off products. The line, which hit retail shelves in December 2006, features a new product, Johnson's Melt Away Stress Dreamy Night Crème.

The campaign, which targets women 25-45, is the company’s second largest Web marketing initiative to date.

“Today’s consumers are looking at having an experience, rather than basic product information,” said Lori Dolginoff, a J&J spokesperson.

The campaign also includes a social networking aspect. Women who register on the site can write a weekly story about the stress in their lives. J&J will award weekly prizes for some of the top stories voted on by consumers through June. Visitors can also select an avatar on the site that most resembles them. This week’s topic is about marriage and relationships.

Participants also earn additional entries into the Jamaica Girlfriend’s Getaway sweepstakes. People who visit the microsite can enter the sweeps for a chance to win a trip for four to Rose Hall Resort & Country Club in Montego Bay, Jamaica, through July 4.

“We borrowed from successful [tactics] we have seen work elsewhere and we put them to work for the brand,” said Ian Schafer, CEO and founder of Deep Focus, the agency that developed the Web site for J&J. “Those are the things that tend to work online. There’s something in it for everybody.”

Glam Media, the digital partner in the promotion, is responsible for promoting the campaign through ad buys on its network, banners and videos and handles the sweepstakes. J3 is handling the media buying for the promotion.

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