Johnson & Johnson challenged RF|Binder with developing a communications platform to elevate two iconic household staples – Band-Aid Brand Bandages and the First Aid Kit. Our challenge was to reinvigorate these brands by increasing relevancy, contemporizing the products, and driving brand differentiation. In 2011, RF|Binder successfully launched an influencer partnership program, where designers, including Cynthia Rowley and Isaac Mizrahi, brought relevancy to the Band-Aid Brand among a millennial-driven audience. The program worked successfully for three years and in 2015, the brand sought to extend the campaign to drive sales among young moms.
To engage moms specifically, the team partnered with Joy Cho, a key influencer in the DIY and parenting space. We sought to build a groundswell of conversation through Joy’s platform, ultimately driving buzz and attention back to the First-Aid Kit and the Band-Aid Brand.
RF|Binder leveraged Joy’s influence and creativity to design a new line of Band-Aid Brand Bandages and First Aid Kits to be sold exclusively at Target. Using both traditional media and influencer relations, we collaborated with Joy to host a media event in Los Angeles and to pulse out a series of blog and social media posts with highly engaging DIY topics, driving seasonal relevance to the First Aid Kit.
Two weeks following the program, the First Aid Kits saw an 89% increase in sales and a 15% increase in product sales at Target. Additionally, we saw an increase in key message pull-through for digital and traditional media, and drove awareness of untraditional product usage. The partnership generated more than 142 million impressions, including a mention in TIME Magazine’s “30 Most Influential People on the Internet.” The partnership was so successful for driving relevance, brand love and engagement in 2015 that we continued to build an even more robust partnership with Joy through 2016.
TIME’S 30 MOST INFLUENTIAL
PEOPLE ON INTERNET
KEY EXPERTISE UTILIZED