Campaign: Join the SurgeAgency mix: J3, DDB, Rpr, Tribal DDB
Lead agency: J3In-house team: Lee Meyers, product director; Joy-Lee Pasqualoni, PR manager, beauty care; Dave Crutchfield, group product director; Rick Ely, product director; William Collins, assistant product director
In July, Johnson & Johnson's Clean & Clear brand launched its new Morning Burst Surge to encourage sales and boost the brand's "cool factor" among teens.
The team developed an integrated back-to-school program centered on partnerships with DoSomething.org and Disney star and teen idol Demi Lovato.
"We've never partnered with a celebrity or charity before," says Lee Meyers, product director for Clean & Clear. "Building an integrated program that hits a number of different teen passion points, such as charity, social media, and music, will help us increase relevance with teens and introduce the new product."
In June, the team, including PR AOR Rpr, launched a microsite, jointhesurge.com, featuring a PSA of Lovato encouraging teens to join the organization. The end goal, he explains, is 1.2 million DoSomething.org participants.
Meyers says J3 served as the "linchpin" between the agencies and Join the Surge partners.
The team arranged for Lovato to promote the effort during concerts, including an August tour with the Jonas Brothers and, on September 16, a live-streamed concert on AOL.
"We're using concerts to reach our 13- to 17-year-old target as part of a bigger integrated program," says Meyers. "The whole program is about creating a teen movement to get involved."
Taking full advantage of the celebrity partnership, the team arranged for Lovato to hand out an award at the annual Do Something Awards on VH1 in July, and teamed with Seventeen on a sweepstakes touting a day with Lovato. The team also launched a live Twitter chat between Lovato and Teen Vogue beauty editor Eva Chen, for which it encouraged followers to provide questions via social media platforms.
"One of the bigger disciplines this time around was PR because we were the communicators on more of the back end, particularly with the partners," says Joy-Lee Pasqualoni, PR manager for beauty care at J&J. "The strategy was about building media interest and putting out new information to keep outlets interested each time," she says.
Additional tactics included a prelaunch call to action within J&J, media exclusives with US Weekly and E! News, and advertorials.