RANCHO PALOS VERDES, CA: Johnson & Johnson, the healthcare giant, is placing a heightened emphasis on achieving "relentless relevance" in order to connect with consumers and drive conversations about its brands.

Vineet Mehra, president/global marketing services, Johnson & Johnson Consumer Group of Cos., discussed this subject at the Association of National Advertisers' (ANA) 2015 Digital & Social Media Conference.

"Relevance today is social currency," he said. (For more, including examples of this strategy in practice, read Warc's exclusive report: J&J reinvents branding with "relentless relevance".)

"Without relevance, your brand is not going to be discussed in social channels. Without relevance, there is absolutely no desire for a consumer to want to be part of your brand's conversation."

For an organisation like J&J, where its products are not typically part of a customer's daily routine, attaining such a status largely relies on identifying a clear purpose and activating it in-market.

"It's especially important for the brands we have at J&J – brands like Zyrtec, Motrin, Neutrogena [and] Aveeno – that are not lifestyle brands … that inspire deep cultural relevance," said Mehra.

"We have to drive relevance by putting a deep sense of purpose into our brands, and connecting that purpose via content in moments that matter."

And tapping into these "moments", he continued, very much depends on reaching the consumer with the right content, on the right device, at the right time, using the right channel.

While meeting that requirement often "sounds easy", in reality it is "very difficult" to do so consistently and at scale.

But a failure to obtain this objective, in turn, means that a brand's purpose – however profound – cannot be fully conveyed to the target audience.

"We have to work very hard at [creating relevance] in a world where push marketing is not going to work; in a world where integrating with social conversations is the key," said Mehra.

Data sourced from Warc