This is a news release from J&J about efforts JNJ is taking to raise awareness of HIV.  J&J is using a network of social media handles, hashtags and posts in addition to celebrity endorsements to push HIV awareness.  This shows the underlying methods that J&J can and had deployed to market their point of view.

“The next step was to find a high-profile advocate who could jump-start an international dialogue about HIV. Johnson & Johnson called on actress, playwright, and activist Danai Gurira. Her advocacy around HIV and command of the spotlight—thanks in part to her roles in Black Panther and on The Walking Dead—made Gurira a smart pick to call attention to HIV.

Johnson & Johnson formed a team of influencers to support Gurira, including HIV-positive activists Josh Robbins and Davina Conner, who engaged with the HIV/AIDS community and spoke with media. Additionally, Johnson & Johnson activated its Live Healthy Live Well influencer network and tapped a microinfluencer program to create a groundswell movement.”

Read the press release: JOHNSON & JOHNSON'S #MAKEHIVHISTORY CAMPAIGN

June 2007 -- This article discusses the use of celebrity endorsement of orthopedic devices. According to this article J&J is one of many companies using celebrity endorsements to entice older Americans into taking orthopedic health concerns seriously. The article discusses how celebrity endorsements are useful resources in changing the way people approach and address orthopedic concerns including surgery.

“DePuy, a Johnson & Johnson company, twice used celebrities who have DePuy implants in a promotional capacity — actress Angela Lansbury and Chicago Cubs Hall of Fame shortstop Ernie Banks, and had success. “We were not looking at it in terms of return on investment,” said Mindy Tinsley, Group Manager, Communications, DePuy Orthopaedics Inc. Citing the success of their brief 2006 campaign with Lansbury, she said, “Literally this reached millions of people and it was a very educational message — ‘Don’t wait. Go see an orthopedic surgeon.’”

Read the article on Healio.com: Direct-to-consumer advertising: Jury is still out on the benefit to orthopedics

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

November 9, 2015 -- This article discusses the emergence of celebrity endorsements for prescription drugs. The article goes on to discuss how celebrities can sway consumers, raise awareness and alter how people view certain drugs. This article provides Xarelto and other drugs as examples of celebrity endorsements.

“If the campaign is unbranded, there is greater flexibility on securing the right spokesperson,” said Doner, who has worked with celebrities like Kelsey Grammer and Rob Lowe and companies like Johnson & Johnson and GlaxoSmithKline. “A personal connection through a family member or close friend will often be the anchor of the program.”

Read the article on DrugWatch.com: Celebrities Team with Big Pharma to Promote Drugs, Disease Awareness