Warc, 29 April 2014
CHICAGO: Johnson & Johnson, the healthcare giant, is
reaping the rewards from pursuing partnerships that are "smart",
"strategic" and "able to scale".
Lisa Dreeke, director/integrated marketing of the company's
global marketing group, outlined its priorities in this space while speaking at
IEG's 31st Annual Sponsorship Conference in Chicago.
She told delegates at the event that the major affiliations
of greatest interest had the potential to cross borders. (For more, including
details of the firm's "head, heart, hands, health" partnership model,
read Warc's exclusive report: How 4-H inspired Johnson & Johnson's
sponsorship model.)
"Partnerships need to be smart; they need to be
strategic; they must be able to scale. That's so important for us," Dreeke
said.
"We're a large multinational company that's also
decentralised. We need to find programmes that scale."
One example of this theory being translated into practice
relates to Johnson & Johnson becoming the first official healthcare partner
of the FIFA World Cup.
This tie-up will begin with the 2014 competition in Brazil,
where it is to be activated with a range of on-the-ground exercises, including
a huge blood-donation drive.
A wider marketing programme, and brand-specific advertising
campaigns for products such as Listerine mouthwash, will also bring this
sponsorship property to life.
"We're working with FIFA to strategically cement our
brand as committed to care at all levels, from healing bodies to healing
societies," said Dreeke.
"Partnering with sports is one of the oldest forms of
partnership, and it remains a smart partnership – reason being, fan networks
have exploded with digital, social and community."
Another initiative with international relevance is Global
Motherhood, where Johnson & Johnson has worked with online media group the
Huffington Post and various non-governmental organisations.
The stream of digital content at the heart of this platform
– which is based around female empowerment – received 650,000 views in its
first 24 hours alone.
"Not only did our NGO partners win big, but we won big,
too," said Dreeke.
Data sourced from Warc
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