Leveraging new media to give a branding campaign that extra oomph – J&J’s Aveeno

I came across a fascinating case study that provided a model as to how new media could maximize the mileage of a traditional branding campaign.  When J&J wanted to launch its Aveeno brand into the uber competitive anti-aging arena, its PR consultants at Ogilvy PR knew that relying on traditional media outreach alone would not gain much buzz.  So, it engaged British artist Julian Beever (a.k.a. Pavement Picasso), known for his artistically complex, 3D-like street drawinings, to execute a “Fountain of Youth” in the heart of NYC.  It created a viral video and YouTube posting of Beever at work, and supported it with a Flickr album, blogger outreach, and other digital activities.  Click on the picture for Ogilvy PR’s case study.


Incidentally, Julian Beever was in Singapore in June 2007.  He was commissioned by Nokia to paint a “hole” in front of the entrance to a major local department store.  Ironically, for a new economy company such as Nokia, it did not seem to ride on new media to give its effort that extra oomph.  Perhaps this is where the marketers here have still a ways to go in harnessing the galvanizing powers of new media.


12 Responses to “Leveraging new media to give a branding campaign that extra oomph – J&J’s Aveeno”

  1. 1 Rohit July 9, 2007 at 1:16 pm

    Hi David,

    Thanks very much for commenting on our campaign and sharing your thoughts. You raise a great point about how new media can be integrated into PR efforts to broaden the impact of a campaign. Looking forward to reading more on your blog about marketing and PR in Singapore!

  2. 2 sojourneys July 9, 2007 at 3:37 pm

    Hi Rohit, thanks for your comments. Well, my observation is that in Singapore, marketers and PR practitioners have yet to tap into the potential of social media. The most advanced multinationals here are still in the nascent phase of monitoring what their stakeholders are saying about their companies online. I suppose with the bottomline potentially at stake, companies have every reason to proceed with care, but with Singapore having some of the liveliest social media scene in the region, one would think there would have been more innovative success stories coming out of the market here by now.

  3. 3 mithum July 9, 2007 at 8:16 pm

    I agree this is really interesting – and hope you don’t mind but I may borrow this (correctly referenced of course!) for a research project I’m writing: http://mithum.wordpress.com/ – Would love to hear about any other examples like this you’re aware of. It’s exactly the sort of thing I’m looking for!

  4. 4 sojourneys July 9, 2007 at 11:22 pm

    Hi Mithum, thanks for your comment. Good luck for your project at the London Metropolitan University! Btw, I noticed that Sage has garnered quite an impressive stable of new media titles.

  5. 5 mithum July 10, 2007 at 7:40 pm

    Thanks for the tip! You’d think that’d be the first place I’d be looking for references, right?! But actually I’ve spent most of my time recently looking through journal articles, where again SAGE does pretty well 🙂 But useful info – again thanks. I’d better see if I can get hold of any copies…

  6. 6 sojourneys July 10, 2007 at 11:05 pm

    Thanks, Mithum. Good luck for your project, and I’ll keep checking your blog to see what interesting nuggets your studies unveil! 🙂

  7. 7 mithum August 6, 2007 at 12:38 pm

    Hi – back again…!

    I hope you don’t but as I mentioned, I’m citing the Ogilvy Aveeno campaign in my diploma.

    I wondered whether you might be willing to take part in an online depth interview on how PR practitioners are engaging with social media. Topics are listed on my blog: http://mithum.wordpress.com

    And I’ve set up a forum in CampFire to do the interviews – if you’re willing please let me know when you’d be available!


  8. 8 brian February 12, 2008 at 4:18 am

    Hi David,

    Actually, it was a pleasant surprise to see you highlighting Julian Beever coming to town for this campaign. I know i’m almost a year late from posting a comment for this post, but while a viral video was not distributed, the event did make its rounds amongst the Singaporean blogosphere.

    i posted one of the first posts to Singapore Livejournal-ers


    unfortunately, the photos were taken down.. but many more who came across the post or Julian Beever also blogged about it -)

  9. 9 sojourneys February 12, 2008 at 2:15 pm

    Hi Brian, do you know if Nokia actually considered doing a guerilla social media campaign to augment its traditional media relations? if it did, it may have at least gotten some of its brand messages out.

  1. 1 Mithu’s CIPR diploma diary Trackback on July 10, 2007 at 7:33 pm
  2. 2 Event PR at Changi Airport - Elvis Impersonation Contest « PR Speak Trackback on August 23, 2007 at 3:20 pm
  3. 3 Social media trends for 2008 by Kami Huyse « PR Speak Trackback on February 8, 2008 at 4:49 pm

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