J & J uses social media to reach clients

Johnson and Johnson will be using social media to support its baby and body care lines. So far, they're using myspace and youtube. The company is launching a "Big Bubblin' Stars" contest on YouTube behind its recently launched bubble-bath product. They are offering a grand prize of $10,000 and a chance for the winner to become host of a channel launched in 2005. To enter the contest, moms upload three-minute videos of their kids. Johnson's Body Care is using myspace to get women to raise money for the charities of their choice. They raise the money by hosting "cause parties." Johnson's will supply lotions and body washes for guests that attend. The YouTube contest aims to provide new opportunities for moms to use social media to supplement their income. The MySpace program allows women who may be out of work remain active by volunteering for causes important to them and enable working women to help out charities whose funding have been depleted by the recession. The campaign is about engagement, not reach. They think that myspace is the best way to reach the beauty crowd. They choose myspace over facebook to reach this group. I don't think this is the best medium to reach their age demographic. Companies and advertisers needs to realize that younger generations rarely use myspace, they use facebook. I don't think I even remember my log-in information for myspaece. It will be interesting to see how well this campaign goes over. I think it's a good idea, however, I'm not sure they are using the correct social media sites to reach their audience.