the sponsorship recap.

SPONSORSHIP RECAP
Objectives:
*Maintain and build relationships within the mommy blogger community as a way to drive buzz around
J&J brands
*Harness the J&J portfolio of consumer products to garner a large impact at the BlogHer 2009
conference
*Promote key new and existing products as a way to drive coverage and visibility
Strategies:
*Leading into the conference, partner with BlogHer to support the community through “scholarships”
*Align with leading mom blogging network Mom Central on specialized program
*Focus on community as a way to communicate the company’s CREDO values
*Offer samples, coupon and value to blogger community
Phase One:
Eight J&J Brands Unite to
Send 20 Bloggers to
BlogHer 2009 as part of
online sweepstakes
Phase Two
Co-host “Drinks on Us”
reception with Mom
Central for former Camp
Baby, sweepstakes
winners & additional
bloggers
Phase Three
Create booth presence
with “giving back”
themes for charities and
bloggers
PHASE 1 – PRE‐CONFERENCE/SWEEPSTAKES:
•
Expanding on JOHNSON’S® relationships within the blogging community, we partnered with multiple J&J brands for a BlogHer sweepstakes to send 20 bloggers to the conference
•
BlogHer.com promoted the sweeps through Twitter, blogs and newsletters generating 350 entries (a quarter of the attendees) and nearly 1,500 click‐throughs
•
PR team extended BlogHer’s promotional tactics by targeting key bloggers generating more than a half dozen posts that mentioned JOHNSON’S®
JOHNSON’S® Sweeps Winners
•Lisa Gulley
Workout Mommy
•Karly Campbell
Wiping Up Snot
•Carmen Staicer
Scrutiny by the Masses
PHASE 2 – “DRINKS ON US” EVENT:
•
Teamed with leading mom blogging network Mom Central to host conference kick‐
off cocktail party
•
More than 100 key bloggers attended PHASE 3 – AT THE CONFERENCE:
•
Developed a J&J multi‐branded welcome packet, that tied‐in with our “giving back” message, within 1,500 registration bags to encourage bloggers to visit our booth
•
•
For JOHNSON’S, a special charity driven “dollar” was created to encourage bloggers to stop by the J&J booth and hang their “dollar” on a “giving tree” to donate to the JOHNSON’S® NO MORE TEARS® Clean Water Initiative.
Other branded communication included: all booth furniture would be donated to a local Chicago women’s shelter (o.b.®/STAYFREE®/CAREFREE®); Free eye consultations from ACUVUE®; hundreds of LISTERINE® AGENT COOL BLUE® bottles donated to oral care charity
PHASE 3 (CONT…) – AT THE CONFERENCE:
•
J&J booth provided brand presence and interaction with conference attendees
•
The booth also communicated overarching charitable initiatives from brands
•Distributed HTT FF Lotion coupon
•Generated buzz from top Camp Baby bloggers that requested fragrance‐
free/paraben free products
Brand Signage
Raffled off 50 gift baskets filled with products from sponsored brands. Basket themes included: •Night on the Town •Summer Survival
•Healthy Living
•Mom to Be
•Secret Baby Aisle
PR ENGAGMENT, COVERAGE & ROI
• J&J brands intimately engaged influential female bloggers while strengthening and creating new relationships
• Nearly 70 blog posts and tweets within prominent networks reached 3.5 millions of readers/followers
• J&J sponsorship and engagement resulted in huge ROI:
• Average BlogHer sponsorships (other major corporations): $150K and up
• Total J&J investment: $95K ; Average contribution from 6 participating brands: $8K • Strong brand and product advocating within coverage
• Brand participation laid strong foundation for continual engagement with blogs and consumers
HIGHLIGHTS OF SWEEPS WINNERS’ POSTS…
“There will be many reputable companies at this conference. Some of the big product names include Johnson’s Baby, Acuvue, Listerine Cool Blue Agent, Splenda and OB/Stayfree/Carefree.” – For the Mommas
“I am ecstatic and thankful and grateful to J&J for making this BlogHer trip even more doable and affordable for me. – Growing Up Mo’
“Johnson and Johnson is one of the most kind and generous companies out there. We were already fans of the J&J brand –
my son and I wear Acuvue
contacts, we use the bandaids
and neosporin…you rock my world and I consider you to be a company without equal.”
‐Scrutiny by the Masses
ADDITIONAL COVERAGE HIGHLIGHTS… “…a bunch of Johnson & Johnson brands – including Acuvue, Carefree, Johnson’s Baby, Listerine Agent Cool Blue, OB, Splenda and Stayfree ‐‐ are going to pay the way to BlogHer ’09 for 20 bloggers!”
‐From Dates to Diapers
“Johnson & Johnson is doing a sweepstakes to give 20 bloggers the funding to attend the BlogHer conference…”
‐5 Minutes for Mom
“Thankfully, a variety of Johnson & Johnson brands are sponsoring a mega‐sweepstakes to enable 20…bloggers the funding to attend the conference.”
‐A Spectrum of Reviews
CORPORATE PRESENCE & THEMES
•
With heavy corporate presence at this year’s conference, several themes and trends resonated
Going Green
Celebs Draw Crowds
Sponsored Events
Swag, Swag, Swag
•Clorox GreenWorks booth
•PepsiCo TerraCycle program for FritoLays
•Recycling tables for gifts and booth materials
•Tide/Bounce – Meet and greet with fashion expert Tim Gunn
•Nikon – Meet and greet with fashion guru Carson Kressly
•Walmart – Cooking sessions with chefs Paula Deen and Rick Bayless
•Suave – Hair services with celebrity stylists
•JOHNSON’S® Baby, MomCentral and Hasbro – “Drinks on Us” event
•Microsoft – 2‐day spa suite to promote Bing
•Swiffer, Kodak, Land’s End, Lego and others – Hosted large “Social Luxe Lounge” party
•Ragu – Official lunch sponsor on day 1
•J&J – various brand giveaways with charitable tie‐in
•Bounce, Swiffer, Suave, Eucerin and other brands –
giveaways tied to new product launches
•Gifts in registration bags
•Sampling at sponsor booths