Johnson & Johnson Asia Pacific: A Facebook Success Story | Facebook for Business # FACEBOOK ADS

The brand uses a simple, social, sampling campaign for Aveeno in Australia, driving a 7% increase in sales for the product at a key retailer.

a Venus mission is to inspire women to
discover their natural beauty because
this was a brand we all got very excited
about it been a new product to launch in
Australia we also got Facebook involved
pretty early recognizing that Facebook
had a huge role to play and the success
of aveeno the inspiration for the amino
sampling campaign was simple people were
aware of our brand but they weren't
buying it once they tried the brand they
would buy it avena generated awareness
of sampling campaign via a reach block
when a person clicked on the ad it took
them to the sampling application which
sat on the facebook page and offered
people the opportunity to apply for a
sample and then received in the mail not
only a sample but i keep on to go back
and buy the product in price line within
less than a week we had exhausted all
10,000 samples and in terms of building
awareness of the brand we had reached
over 2 million women in our target as a
result of the integrated campaign
including Facebook the Avena brand saw
lived in sales and a halo effect across
the other products in the portfolio it
caused our facebook fanpage to increase
by over a hundred percent we now have 12
and a half thousand fans of aveeno which
gives us access to nearly 2.7 million
friends of fans then the Facebook page
itself our aim was to turn try list into
advocates for the brand which we we did
achieve with people coming back to the
page and letting us know what they
thought about the product and that was
really key because that generated that
earned media and went into the newsfeed
of their friends once the one received a
sample she was invited to go back up on
the Facebook of inner page and tell us
what she thought one of my favorite
executions was when the agency asked our
fee
how would you describe aveeno in one
word and one of the number one responses
was awesome the fans actually came back
to the page and told us they were buying
a vino before they even received their
sample so actually running the sampling
campaign on its own it led to led to
purchase before the sample was even
received one of the questions marketers
asked the most is which channels are the
right mix for me and they often
challenged whether digital channels can
build the same awarenesses television
what we're finding through brand impact
studies is that yes Facebook premium ads
can drive the same level of awareness as
television and a really cost-efficient
way the feature for vino is very
exciting central to this new kind of
direction is definitely going to be
Facebook so all channels are going to
lead to Facebook
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