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Campaign of the Week: Johnson & Johnson and Storks Promotion

Campaign Goals: Drive J&J sales and promote the "Storks" movie with receipt-redemption program for free toy

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Receipt redemption used to be a long and complicated affair. After customers collected coupons, found an envelope, and bought a stamp, they had to wait weeks for the prize. Today, the process is as simple as posting a picture on Facebook. In a recent campaign, Johnson & Johnson partnered with Disney to promote its new film, "Storks." Consumers who upload two pictures, one of their receipt and one of four packs of J&J's promotional baby wipes, receive a stork stuffed animal. Shopper marketers, especially those who rely exclusively on UGC, should considering implementing the following in their next campaign: 

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  • Sell a staple. By using baby wipes, a product that consumers buy anyway (and never have enough of), the brand increased the likelihood that parents would participate.
  • Offer a relevant prize. Children are notoriously fanatical about their favorite movies, and after enjoying "Storks," they'll be begging for the stuffed animal.

  • Create urgency. On the landing page for the campaign, J&J put a counter that updates in real time the number of Storks "left waiting to leave Stork Mountain."

  • Keep it simple. The data entry form, links to upload photos, and buttons consenting to J&J's terms and conditions, privacy policy, and newsletter opt-in all live on one page, making submission as seamless as possible.

 

Traditional shopper marketing techniques can be reimagined for the digital world, and Johnson & Johnson's campaign with Disney is a great example of a fun and easy prize redemption strategy.

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