Creating a social community across global healthcare brands
Mediaworks joined forces with Johnson and Johnson's consumer healthcare brand, Kenvue, to implement brand strategy and creative development, social media management and wider content marketing.
Objective
Our primary challenge revolved around the creation and community management of content across social media platforms for Kenvue brands, including notable names such as Johnson’s Baby, Calpol, Zarbees, Aveeno and Neutrogena.
Approach
The approach is built on strategic foundations (audience, content areas, channels, frequency), creative foundations (social persona, tone of voice, assets), always-on content marketing (daily community engagement, weekly content scheduling, monthly reporting and quarterly ideation workshops) and campaigns.
As part of our work, we developed and maintained Kenvue’s Social Playbook. This entails a set of rules and guidelines that work pan-brand and can be deployed in a number of different scenarios. We worked with Kenvue’s Legal, Regulatory, Medical and Global Crisis comms teams to develop the playbook.
Channels
Our approach involved the development of comprehensive publishing plans and active community management across platforms including TikTok, Instagram, and Facebook.
Aveeno
Boosting engagement for leading sensitive skincare brand
Aveeno had developed a campaign ‘My Sensitive Side’, playing on the amazing products they produce for this skin type and ‘sensitive’ having a negative connotation.
They partnered with four UK public figures (Melissa Holdbrook-Akposoe, Dinal Smith being two of these) and asked them what it means to them to be ‘Sensitive’. Mediaworks helped Aveeno promote this campaign through Instagram and TikTok.
Our response included an engaging publishing plan, consisting of two Instagram reels and three TikTok's, utilising footage from the shoot, to ensure continuity and increase the reach of ‘My Sensitive Side’ across the social platforms.
My Sensitive Side campaign Launch Video was the most successful, with a reach of 16.9k and 629 engagements.
Johnson's Baby
Maximising engagement through impactful social media
‘A Parent Is Born’ is a 1 year campaign that saw Johnson’s Baby follow a number of families as they ventured into parenthood. Right from birth up until their child’s first birthday, they tracked all of their firsts, the highs as well as the lows. This was going to be shared with the public in four individual episodes over the course of 1 year. Johnson’s Baby wanted Mediaworks to maximise the campaign through social media.
For episode 1 and the launch of ‘A Parent Is Born’, Mediaworks produced the following:
1 x Intro from Liana
8 x Family Intros
1 x Family BTS
1 x Full Length Film
1 x Static Grid Post
This project involved us attending the filming day with one family and their newborn to capture behind-the-scenes footage. The launch campaign saw a 41k reach on Facebook, and 18k reach on Instagram, and was widely well-received.
