to view a recap of this campaign.

Cause Party Program Recap
Cause Party Program 2009
Goals
Strategies
Tactics
• Increase brand awareness and reinforce the JOHNSON’S® Body Care relationship with women
• Promote both the new collection and the brand’s new MySpace page
• Create a “Cause Party “ program that: • Engages female bloggers across the country by allowing them to host parties where they try the new JOHNSON’S® Body Care collection and raise money for a charity of their choice
• Utilizes a relevant celebrity spokesperson for kick‐off event to garner media attention • Partner with acclaimed R&B singer Ashanti for launch
• Host her own party with friends and media and donate to her personal charity
• Video clip and message greeting from party as web content
• Coordinate 50 blogger “Cause Parties” with Body Care products—reaching a broad mix of to lifestyle, philanthropy and mommy blogs Ashanti‐Hosted Kickoff Party & Media
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JOHNSON’S® Body Care teamed up with Ashanti, a female that empowers young women to give back, to host the Kick‐off Cause Party in New York City on February 24, 2009
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Ashanti’s party benefited the Boys & Girls Club of Harlem, an organization close to Ashanti’s heart because she credits the organization with contributing to the start of her career by encouraging her to pursue her music dreams o
Party attendees included Ashanti’s friends and family as well as major media outlets such as EXTRA!, InStyle, Us Weekly, and GIANT magazine
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As part of the campaign, Ashanti discussed the Cause Party Program on “The Mike & Juliet Show”, “Fox &Friends”, Better TV special, EXTRA!, OK! Weekly, Essence.com and AccessHollywood.com, among others
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Ashanti participated in a roundtable discussion with several beauty bloggers hosting Cause Parties
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The Campaign reached an audience of more than 10.3 million through broadcast, print and online media
Kickoff Party Coverage Highlights
Over 10.3 Million Media Impressions
Blog Reach and Results
• “Cause Party” program provided unique platform for product sampling and consumer engagement • 50 blogger parties and posts with multiple brand and product mentions—totaling over 605,397 impressions! • Reached top tier blogs—20 blogs ranked 100,000 or below by Technorati
50 Blogger Cause Parties ‐ Coverage Highlights
Coverage Highlights
“There was an awesome turnout and so many wonderful women came to have fun and help donate to a great cause!”
“It was more than what I thought it would be. Aside from having good eats and laughs, the party was able to raise a good amount of money to donate to Dress for Success.”
Coverage Highlights
“We threw a party today in honor of my mother’s memory with all proceeds going to the Lymphoma Research Foundation. In total, we raised just under $1,000 –
somewhere, my mother is pleased!”
“Dress for Success is a cause that is super important to me. Our party would be fun, but it would be for a purpose!”
Coverage Highlights
“Emily and I were contacted by Johnson’s Body Care to ask if we’d like to throw a party to raise money for OUR favorite cause. Heck yes we would! Who would turn that down?”
“All in all we raised money for a great cause, got wonderful products and had an O So Chic time with our friends.”
Coverage Highlights
“Each guest got to take a home a really cute reusable bag filled with Johnson’s products. These products are just for us, not for our kiddos, and they smell and feel great. My favorite is the Be Radiant lotion – it smells divine!”
“As for the products, the guests loved them! Thank you J&J for making this a completely wonderful occasion!”
Coverage Highlights
“There’s nothing I love more than getting together with great friends. So when Johnson’s Body Care asked us to participate in the Cause Party program, how could we say no?”
“I just have to say thanks to all my friends who made the night such an amazing success and to J&J for providing me the opportunity to have fun and help out a worthy cause at the same time.”
Coverage Highlights “This program is designed as an uplifting experience to raise funds for a charity that is important to each hostess.”
“I am so honored to have had the opportunity to host a Johnson’s Cause Party for my friends and to benefit Fisher House of the Emerald Coast.”
Blogger Feedback
“It was a great time. I feel so honored to participate in something like this and would love to do it again!”
‐Britany Thomas
Clumps of Mascara
"The goal was achieved ‐
an awesome intimate gathering over cocktails with my besties. Plus, we made a difference...and have hydrated skin!“
‐Aly Walansky eBeauty Daily
“I’m forever indebted to JOHNSON’S® Body Care for allowing me to host such a wonderful party for such a wonderful cause.”
‐Louise Bishop MomStart
• Brand awareness increased among a wide variety of female bloggers and their readers • Brand was aligned with charities, creating a “halo” effect
• Outreach enabled us to build strong relationships with new bloggers and identify new blogger networks
• Both brand and agencies received positive feedback from party hosts
• While this initiative proved to be a successful blogger campaign, leveraging a celebrity enabled us to generate coverage in mainstream press.
Overcoming Challenges
Leveraging Successes
Key Learnings
• Program did not resonate with higher profile beauty bloggers who are part of large networks, so we expanded our reach to include lifestyle, philanthropy and mommy blog, which resulted in a more diverse audience for the brand
• Overcame hurdle of blogger perception that hosting parties would be difficult and time consuming with closer interactions with bloggers/potential hosts