General 5 — Melanie Hill Design

Johnson & Johnson — The Challenge:

Create an on-brand, engaging social presence for nine household brands. Become an extension of the J&J team leading in strategic ideation and content production.

Working on the healthcare brands: Aveeno, Neutrogena, Johnson’s Baby, Aveeno Baby, Calpol, Zarbees, Clean & Clear, Listerine and Nicorette. Tackling wild-west branding fails on social, to get the look and feel back to the brand. Understanding the diverse audiences. Creation of content that works across varied social channels.

The Solution:

For each brand, we created a strategic and brand foundations.

A master guide containing in-depth research, insight and strategy. Rules for developing content, designing, writing and engaging on social media. From this work, we created on brand strategic creative content true to the brand.

Additional Brand-specific solutions:

Brand campaigns and partnerships. Created the branding and social for Johnson’s Baby A Parent Is Born docuseries.
Ran quarterly strategic brand ideation and content planning workshops at J&J HQ.
Established an in-house content production studio at J&J and trained their marketing staff to create strategic content.
Supported Ogilvy at brand events and campaign activations. Aveeno My Sensitive side campaign launch. Aveeno at Wilderness Braid Bar. Creating behind-the-scenes content and photography.
Developed four brand advocate programmes. Naming workshops and creation of branded advocate gift boxes.
Launched new TikTok and Instagram channels.
Facilitated Canva training for the in-house team, and set up brand kits and branded templates for each brand.