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Ad Age report: J&J’s baby brand targets millennial moms via social media initiative
NEW YORK — Johnson & Johnson’s baby brand is looking to reach millennial moms via a massive social media effort that will comprise 40 different videos, according to Ad Age.
The first video, titled “Our Promise,” launched on Wednesday and centers on the brand’s promise to remove potentially harmful ingredients from products.
"We recognized that in order to connect with the millennial mom, we really needed to be very transparent," Kelly Gottfried, marketing director of Johnson's Baby was quoted as saying in the Ad Age article. She emphasized that "the products were always safe. But as a mom, I understand you hear certain buzzwords about certain ingredients, and that causes concerns at any level."
The company will share the video through its YouTube channel and Facebook page and will also ask its employees to share the video through their own social-networking channels, the article stated.