J&J, Walgreens Encourage Healthy Choices
J&J Walgreens Healthy Choices Activation
MANUFACTURER: Johnson & Johnson
KEY INSIGHTS: Mom is the family’s health officer, open to new information and products, especially seasonally.
ACTIVATION: An omnichannel collaboration includes J&J’s sponsorship of Walgreens’ Healthy Choices program, dedicated endcaps touting loyalty point offers, directing shoppers to landing pages, use of social media platforms including blogging networks, and FSIs.
New Brunswick, N.J. — Johnson & Johnson became a sponsor of Walgreens’ Balance Rewards for Healthy Choices program in the spring and, among the supporting activity, linked its Official 7-Minute Workout mobile application to the program.
Balance Rewards for Healthy Choices, an extension of the retailer’s loyalty program, awards points to members for setting and achieving various healthy-living activities. Now members can earn points for completing a workout from the J&J app, as well as for purchasing eligible J&J brands, including Listerine, Lubriderm, Band-Aid, Neutrogena, Zyrtec and Tylenol.
All promotional materials direct members to the Walgreens.com Healthy Choices landing page and tout J&J’s Healthy Essentials platform website, where registered consumers can find coupons, advice and product details.
The main in-store presence is a dedicated endcap promising 2,000 loyalty points with the purchase of two Healthy Essentials products. The display also promotes the J&J app, which joins 12 other apps and 32 devices unrelated to J&J that members can link to the Healthy Choices program.
“We collaborated with the Walgreens team on two levels,” says J&J’s Sandy Carlson, senior shopper marketing manager for Walgreens. “First, we partnered with their wellness team to support their innovative work allowing consumers to earn rewards for using fitness apps. Second, we worked with their technical team to best leverage their API and to connect our app to the program.”
The companies meshed insight and research work, discovering that moms make the vast majority of the health and wellness decisions for the family, and that there are key periods where moms look for health-related items to prepare their families for the season. “We conducted research confirming that she is open to information, education and starting new habits, especially during seasonal timeframes that are relevant to her family’s activities, like preparing for the outdoors,” Carlson says.
The yearlong promotion will include three monthlong, season-focused activations, she says. Each seasonal period will have omnichannel activations. Media tactics related to the digital and mobile aspects of the partnership include outreach to Healthy Essentials subscribers, partnerships with a variety of bloggers across the social space, Twitter parties, a custom #rewardshealthychoices hashtag and social content from lifestyle influencer ModernMom.com.
The partners are also activating national print FSI drops supported by News America Marketing, and a programmatic display media buy via MaxPoint.
Upshot, Chicago, produced the look and feel for the campaign, Carlson says, while Twitter, Facebook, Instagram, Google+ and Pinterest are the main social media platforms.
Laurie Blair, senior manager of health and wellness for Walgreens, says her chain’s tactics include reaching out to loyalty members with email blasts, Walgreens-owned Wellness newsletters and social media postings, as well as via the Walgreens.com landing page and banner ads. Blair says Walgreens will measure the promotion’s effects on Balance Rewards registration and engagement.
Carlson says J&J hopes for increased awareness of the Healthy Essentials platform and the Official 7-Minute Workout app, increased downloads of the app and higher market basket of Healthy Essentials products.