J&J tries crowdsourcing for brand targeted at teenagers

J&J’s brand Clean & Clear is inviting artists to come up with whacky videos depicting a girl waking up her best friend in a unique manner

e4m by Shree Lahiri
Updated: Jun 28, 2012 8:54 PM
J&J tries crowdsourcing for brand targeted at teenagers

Crowdsourcing seems to be getting popular with brands; some recent examples include Pepsi 2012 calendar design, Airtel friends video contest, Micromax logo redesign contest, Kurkure’s Diwali pack design contest and IdeaDemocracy’s own logo and homepage designs.

Now, the latest in line is a crowdsourcing initiative called ‘Whacky ways to wake up’, where Clean & Clear and Talenthouse have teamed up to ‘engage’ with the audience.

Creative hunt
This creative hunt invites film makers, animation artists and videographers to create and upload videos capturing interesting ways that a girl can use to wake up her best friend in the morning.

It seems to be a logical move, for the positioning of Clean & Clear is targeted at teenage girls, pointed out Manoj Gadgil, General Marketing Manager, Johnson & Johnson.

“Use of digital media is an important part of the marketing mix, given that teenagers are spending a significant portion of their wake up time online. We realised that to engage them, we need to involve them, which is where the crowdsourcing idea germinated,” Gadgil said.

He felt that this creative invite is totally in line with the new product. “Just like Clean & Clear Morning Energy Face wash wakes up your senses, we want aspiring artists to come up with whacky videos depicting a girl waking up her best friend in a unique and out-of-the box manner,” he said.

More so, it will give consumers a chance to engage with the beauty care brand. The medium provides a platform where brands and film makers can co-create content which appeals to the audience. Plus it provides a win-win situation; the content creator can showcase his/her talent to a wider audience and the brand delivers the brand message in an engaging way.

Integrated campaign
The contest is being promoted with an integrated marketing campaign, where the media mix used is TV (with three TVCs), print, outdoor, radio and digital support. The content generated through this contest will be showcased to a wider audience in the digital space, including a Clean & Clear community in the social media space. The videos will be open for voting and sharing for two weeks and will be promoted on various sites including Clean & Clear’s own Facebook page. The winning videos may also be used for delivering the brand message on other media such as TV.

Meaningful brand engagement
Arun Mehra, CEO, Talenthouse pointed out that crowdsourcing is about meaningful brand engagement reaching out to audiences you want to address. “The power of this platform is that we reach out to the right people and they, in turn, become advocates for a brand through participation. This is why brands want to have conversations with its audiences (new and old), through our platform,” said Mehra.

He observed that India, along with the rest of the world, has changed dramatically over the last 10 years, and one of the main contributors to this metamorphosis is the internet; associations and engagements are just a ‘click’ away.

The submission deadline for contest entries is June 30, 2012. The voting begins from July 3, and the winner will be announced on July 27.

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