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CLEAN BREAK: WHY J&J IS ENLISTING TEENS WITH MODEST FOLLOWINGS AS INFLUENCERS

October 2, 2018 -- This article discusses how J&J is using teenaged and young adult influencers to market their products. While this article focuses on acne products, it does provide insight into how J&J is undertaking marketing. J&J claims that using normal teenagers and moderate influencers provides a level of dependability to the companies products.

“While many companies look to land Kim Kardashian-style mega-influencers (she has 116 million Instagram followers) to push their products, J&J is trying a much more moderate approach for Clean & Clear. In February, the company began to use teens with about 500 followers each who, like Eisman, might never label themselves influencers at all. The brand and its agency, VaynerMedia, are betting these teens will resonate with their peers during a time when social media is rotten with fake followers and questions are growing about how real influencer endorsements really are."

"The brand opted for "trying influencers who weren't famous per se but [are] doing things that other kids responded to authentically, letting them tell their story and building the products and brands from there," says Simon Geraghty, U.S. acne portfolio lead for J&J.”

Read the full article on Ad Age: CLEAN BREAK: WHY J&J IS ENLISTING TEENS WITH MODEST FOLLOWINGS AS INFLUENCERS

 

 

 

 Credo Watch asks the question: With more than 90,000 product liability claims, does Johnson & Johnson still deserve the reputation it earned in the mid-twentieth century? And does Johnson & Johnson still adhere to its famous Credo established in 1943?

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