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Online video builds Clean & Clear brand

News, 20 May 2015

HOLLYWOOD, FL: Clean & Clear has benefitted from taking a long-term "platform" approach to online video rather than using it as a short-term campaign tool, according to a leading executive from Johnson & Johnson.

Amy E. Pascal, the company's senior director, digital marketing/North America, discussed this topic at the Association of National Advertisers' (ANA) 2015 Media Leadership Conference.

More specifically, she reported that Clean & Clear - the organisation's dermatological line primarily aimed at teenage girls - has dramatically ramped up its online video output on YouTube since early 2014. (For more, including results of this video push, read Warc's exclusive report: J&J drives Clean & Clear video messaging from 0 to 120.)

Instead of engaging consumers in an ad hoc fashion, this content has almost exclusively been based on its "See the Real Me" messaging, which seeks to build self-confidence among the target audience.

And, Pascal ventured, consistently providing such content represents a type of customer relationship management, as it is focused on fostering long-term connections.

"If you approach content less as a campaign and more as a platform, you really are investing in that longer term," she continued.

By contrast, campaign-orientated strategies place undue emphasis on short-term performance. That often means having a bigger budget, but simultaneously inflates the importance of immediate returns over building brands.

"If you spend a lot of money on a piece of content, you expect it to perform well," Pascal said in describing this mindset.

Clean & Clear's platform-led strategy is delivering against core metrics, and has greater in-built flexibility as the brand realises its videos can exert a cumulative effect over time.

"We still push them out there. We see what resonates with our audience. And, then, the ones that do well, we reinvest in. And so that's more of a platform approach that we're taking to content," Pascal asserted.

Adopting such a model might require a shift in thinking among marketers, but could help them deepen bonds with shoppers.

"[Consumers] have an insatiable appetite for content. Ultimately, if we're doing right by the consumer, and trusting this new medium, it will pay dividends back to the brand," said Pascal.

Data sourced from Warc