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 in-depth research and insight. To create a brand foundations document for each brand—a master guide on developing content for, speaking and engaging on social media. From this work, we created on brand strategic creative content.

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.