Digital Strategy      

By: Jessica Kilmer

Big Idea

•  Move  forward  a+er  the  crisis  •  Remind  customers  of  their  

extensive  history  of  serving  customers  for  over  120  years    

•  Display  ads  and  website  homepage  with  100+  baby  faces  to  represent  the  history  of  Johnson’s  

•  Videos  on  social  media  and  website  featuring  healthy  adults  who  grew  up  using  Johnson’s  products  

Image:  h)p://www.jnj.com/caring/pa4ent-­‐stories/tour-­‐through-­‐johnson-­‐and-­‐johnson-­‐history  

•  Mainly  parents  and  caregivers  of  infants  and  toddlers  o  Audience  Persona:  “New  

Mom  Nancy”  

•  Also  need  to  focus  on  extending  target  market  to  people  without  children  and  to  the  parents  themselves  due  to  the  versaElity  of  the  products  

Target Audience 1  

2

1.  h)ps://www.pinterest.com/pin/11822017749181452/  

2.  h)p://www.momzera.com  

•  Johnson’s  needs  to  have  a  beFer  distribuEon  of  content  on  each  plaGorm  and  fully  commit  to  responding  to  consumers  

Social Media

•  Only  2  language  opEons  o  English  and  Spanish  

•  Inability  to  purchase  products  from  website  

Website

Images:  h)p://www.johnsonsbaby.com  

•  Mobile  site  needs  to  have  easier  access  to  social  media  plaGorms  

•  Products  should  be  displayed  in  a  way  that  is  more  visually  pleasing  

•  Promote  sleep  expert  app  for  babies  on  social  media  plaGorms  

Mobile Realm

•  Should  consider  other  key  phrases  and  key  words,  so  their  website  is  closer  to  the  top  of  search  engine  results:  o  “bath  products  for  babies”  o   “lo4on  for  babies”  o  “baby  advice”  o  “baby  products”  

Search Engine Marketing

•  Overall  traffic  to  website  o Content  and  blogs  should  drive  traffic  

•  Growth  in  email  databases    

•  Add  purchase  opEon  to  website  to  track  sales  

KPIs/Metrics

Image:  h)p://searchengineland.com/search-­‐social-­‐kpis-­‐to-­‐start-­‐tracking-­‐right-­‐now-­‐140085  

•  Allocate    6-­‐12%  of  gross  revenue  to  digital  markeEng      

•  Large  amount  of  budget  on  display  ads  and  website  to  remind  consumers  of  their  history  and  trustworthiness  

•  Approximately  30%  of  their  budget  should  go  to  SEM  to  increase  the  overall  traffic  to  their  website  

•  ImplementaEon  should  occur  over  a  course  of  12  months  

Budget/Timeline

Image:  h)p://www.marke4ng-­‐mojo.com/wp-­‐content/uploads/2014/11/Budget-­‐icon.jpg  

•  The  future  will  be  bright  if  Johnson’s  can  reestablish  the  lost  trust  caused  by  the  crisis  

•  This  digital  strategy  will  allow  Johnson’s  to  expand  their  target  market  to  people  of  all  ages,  remind  consumers  of  their  longstanding  history  and  direct  more  consumers  to  their  website  

The Future of Johnson’s

Image:  h)p://www.johnsonsbaby.com