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ALISON LEWIS: Innovation is in Johnson & Johnson's DNA.
Our founders started the company in the midst of the Industrial
Revolution.
Alongside the steam engine, telephone, and typewriter,
our company transformed society with life-saving innovations
like sterile dressings for hospitals and maternity kits
that made home births safer for both mothers and babies.
Today, 130 years after our founding,
our iconic brands like Band-Aid and Listerine
can be found in the homes of over 1 billion people
in more than 140 countries.
When I joined Johnson & Johnson in a brand-new role,
the company had seen incredible global growth for decades
by reaching homes with TV as the dominant medium.
But at that time, the model was in the process
of undergoing a huge transformation
to modern marketing that embraced digital.
These changes were at a scale and pace that is never easy.
I made a point of getting out to visit our marketing teams
and consumers themselves in as many places as I could,
from Topeka to Mumbai.
And what I learned confirmed my belief
that we needed to make bigger changes happen
at an even faster pace.
Our consumers were living an increasingly digital life.
And J&J marketers needed to be empowered to help our brands
connect with them when and where it mattered.
My most important role as CMO has
been serving as a champion for this change through what I
call data-inspired creativity.
In embracing a digital-first mindset,
we left behind the old model of launching a campaign
and hoping that it worked.
Today, like all of you, we're focused
on constantly monitoring our results, pivoting as needed,
and engaging with audiences about their passions
and on their terms.
The first step in our transformation
was to seek out the strongest external partners,
and YouTube was an obvious choice.
It provides an authentic, real-time reflection
of our global society, which complements our company's
mission to always stay as close as we can to our consumer.
And partnering with YouTube doesn't just
allow us to be more responsive to consumers' desires.
It helps us to be more proactive, and even more
predictive.
For example, when searches for beauty hacks using lemons
began trending on the platform, we paid attention.
Then we hit our labs to look at how
we could build upon this insight and created our own line
of products featuring this in-demand ingredient like Clean
& Clear Lemon.
We also partnered with YouTube creators Brooklyn and Bailey
to develop a Gen-Z-approved skincare line called
C & C by Clean & Clear.
Because who better to identify these insights than YouTube
creators with a subscriber base of over 5.6
million potential consumers?
These examples demonstrate how YouTube
is the only partner where you don't just
learn who your consumers are, but also
what your consumers want.
YouTube also gives us a direct line to our audience,
allowing us to engage with them on their passions.
And YouTube helps us to create--
reach audiences we can't with TV.
We can reach the health-conscious person
at the gym, the frequent flyer on the go,
the young professional commuting to work, and many more.
Not only that, we're able to customize our messages
on the fly, evolving as fast as the weather changes.
This is customized creative at scale.
And one of the best examples of this
is our work on Neutrogena makeup remover wipes
with YouTube Director Mix.
For this campaign, we created 21 customized videos,
each with its own unique combination of copy and images.
And using Google Insights, we leveraged time
of day, location, and weather to serve
the most relevant creative to the most relevant person
when they needed it most.
The impact was huge.
We saw a 14% increase in sales.
On top of that, 72% of incremental sales
came from brand-new buyers.
We've never seen this kind of return of investment
on our investment before.
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Using data-inspired creativity, we increased our sales,
we engaged with a previously untapped audience,
and we converted them into customers.
Throughout it all, we relied on YouTube's insights
to adapt again and again.
The launch of the campaign was only the beginning.
Because we'd seen such incredible success
with Director Mix, we led with a YouTube-first approach
for our largest consumer launch of 2019, Listerine Ready!
Tabs, a solid tablet that turns into a liquid mouthwash
as you chew it.
The challenge for us was that this product was so innovative
that people had no idea how to use it.
We had to educate our consumers.
And where does anyone go to learn?
YouTube.
10 years ago, if the ice maker in my fridge broke,
I would have called an appliance repair service.
What happened at my house earlier this year?
Well, I got on YouTube, watched videos,
and I actually fixed it myself.
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So to tap into that learning element,
we worked with Google Brand Lab and YouTube
to create a sophisticated consumer journey that
answered critical questions.
What was it?
How do I use it?
Why do I need it?
And we leveraged a mix of tools tailored
for different consumers at different stages,
such as awareness and brand consideration.
Again, the launch of the campaign
was only the beginning.
As our audience grew, we adapted and pivoted
to tell a stronger story.
This is the YouTube-first approach,
and it helped us to achieve significant brand lift
results that were six times higher than what we'd normally
see across J&J brands.
We also ran an independent study which
found that this approach increased recommendation
intent by five times versus our industry norm.
So by leveraging YouTube's incredible reach, tools,
and insights, we were able to achieve something
that marketers could only dream about five years ago.
It was our largest digital investment ever.
And we made that investment because we believe
in data-inspired creativity.
And we believe in the power of YouTube
to help us drive results.
Today we no longer look at digital as an add-on.
We know it works.
And we know it delivers a better return on our investment.
That's why we've increased our YouTube spend 250% since 2015.
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As I look back on our transformation,
I'm extremely proud of how quickly Johnson & Johnson drove
this change.
And I'm thankful to YouTube for their help
throughout this journey.
Our company was founded during one Industrial Revolution,
and today, we're operating in a time that is just
as disruptive and exciting.
Data and technology are already enabling the next quantum leaps
forward for business.
But it's up to all of us to help innovation elevate humanity,
not eclipse it.
With YouTube as our partner, we're
able to make the best, most personal connection
to the billion people who turn to us to improve
their health and their lives.
Thank you.
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