Revolution of Digital & Mobile Mix in J&J

1. 1Page:
MARTIN ZANLUNGO
TOTAL BRAND
EXPERIENCE MANAGER
LATAM SOUTH

2. 2Page:
REVOLUTION OF
CONNECTIONS MIX
IN JOHNSON & JOHNSON
JUNIO 2017- @MartinZanlungo

3. 3Page:

4. GLOBAL MARKETING SERVICES 4
Total Brand Experience (TBX)
Our J&J Purpose TBX Mission
Build brand love and value with
an ecosystem that creates world
class content and seamless
connections thru to commerce to
profoundly impact consumers.

5. 5Page:
THE NEW
EMPOWERED
CONSUMER

6. 6Page:
SHIFTING TO
DIGITAL
TOUCHPOINTS

7. 7Page:
RESULTING
DIGITAL &
MOBILE
BOOM

8. 8Page:
So what happened in Johnson & Johnson?

9. 9Page:
A NEW WAY OF MARKETING

10. 10Page:
OMNICHANNEL APPROACH

11. 11Page:
OPTIMIZING CAMPAIGN PLANNING

12. 12Page:
FROM TRADITIONAL MEDIA MIX TO A GROWING
DIGITAL FOCUS
5%
95%
64%
36%
2015 2016 2017 2018
DIGITAL TRADITIONAL

13. 13Page:
REQUIRING STRUCTURAL CHANGES OF ALL
STAKEHOLDERS
MANAGEMENT MARKETING AGENCIAS PARTNERS
INTERNAL EXTERNAL
LOCAL
REGIONAL
GLOBAL
MEDIA
CREATIVE
PR
MEDIA
ANALYTICS
TECH

14. 14Page:

15. 15Page:
AGILITY IS THE KEY
FROM TO

16. Global Success Case

17. 17Page:
NUEVO POSICIONAMIENTO DE MARCA
VOS SABÉS
La feminidad es sobre las cosas vos haces para vos misma, para sentirte más
confiada. Es un sentimiento íntimo de cuidado propio que “solo vos sabes”.
Cada mujer es única y todas tienen sus pequeños rituales íntimos para
potenciar su feminidad y su confianza. Su belleza invisible es un complejo
mix entre sus secretos de cuidado diario y sus pensamientos, y esas son las
cosas que van a definir su propia feminidad para el mundo exterior.
Carefree celebra estos rituales y secretos que hacen sentir a cada mujer
poderosamente y orgullosamente femenina.

18. 18Page:
CLEAR MEDIA GOALS
Be
Disruptive
Be
Meaningful
Be
Scalable

19. 19Page:
CONTENT EXCELLENCE
PRECISION ORIENTED MEDIA SUPPORT
BRAND EXPERTISE
ENABLED & SUPERVISED BY TBX
AGILE WAY OF WORK

20. 20Page:
PRECISION FOCUS

21. 21Page:
ASSETS & RESULTS
+ 6pts+ 17pts
Ad Recall Brand Awareness
BRAND LIFT RESULTS
¡1st Instagram Global Success Case in JnJ!

22. 22Page:
LEARNINGS
STAY AHEAD OF THE TREND. LEVERAGE PARTNERS IDEAS.
TAKE RISKS. ADAPT.
LISTEN TO THE EXPERTS.
PREVENT EVER BUDGET INSUFFICIENCY FEELING.
FIND THE RIGHT IDEA AND MAKE IT MEMORABLE.
DON’T FOCUS ONLY IN THE OUTSIDE. THE CHANGE MAY BE IN THE INSIDE.
ALIGN STRATEGICALLY. INTEGRATE. BOOST.

23. 23Page:
Muchas gracias!