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Best Influencer Marketing Campaign

PRovoke Sabre Awards – 2020

Johnson & Johnson - Band-Aid RED

SABRE AWARD 2020 - Johnson & Johnson's Band-Aid Red Campaign, for the Fight Against HIV/AIDS

"What is so beautiful about what Johnson & Johnson and RED and Band-Aid are doing is that so much of this work is about educating people, providing medication, [but] then they’re also working to find a cure. These things have to go hand in hand if we really want to do the work of fighting HIV/AIDS globally." - Jerry Maestas, Influencer

503

Pieces of Content

76

Influencers

4,6 mln

Impressions
Client
Johnson & Johnson - Band-Aid RED
Location
New Brunswick, USA
Industry
Healthcare
Yearly revenue
$82 bln
Client
Johnson & Johnson - Band-Aid RED
Location
New Brunswick, USA
Industry
Healthcare
Yearly revenue
$82 bln
Social networks activated for this campaign

Background

For more than 25 years, Johnson & Johnson has been deeply committed to developing treatment, prevention and an eventual cure for HIV/AIDS. And now, with the launch of (BAND-AID®)RED bandages, everyone can support the fight because every box sold contributes 20 cents to the Global Fund. BAND-AID® Brand Adhesive Bandages is encouraging people to #BANDTOGETHER and wear their (BAND-AID®)RED bandages as a symbol of collective action. Through the sale of (BAND-AID®)RED bandages and an additional corporate donation, Johnson & Johnson will support Global Fund programming that offers treatment, prevention and care services needed to end AIDS in sub-Saharan Africa.

Strategy

The goal of this campaign was to drive awareness of this partnership and serve as a call-to-action for people in the fight to end AIDS, leveraging The Cirqle's Create Platform. That’s why Band-Aid® + (RED) have come together in their effort to #BandTogether and end AIDS in our lifetime. We needed the help of influencers all over the United States to wear Band-Aid® + (RED) bandages as a symbol of their collective action and share the movement online using #BandTogether. Plus, every purchase of Band-Aid® + (RED) bandages contributed enough to provide a day’s worth of life-saving HIV medication that helps prevent the transmission of the virus from a mother to her child in Sub-Sarah Africa. As a result, BAND-AID® was looking to partner up with 70 Micro-influencers and 6-8 Macro influencers aged 18-36 who are authentically interested in the Band-Aid® + (RED) campaign while supporting the fight against HIV/AIDS.

Offer Distribution

User clicks on content with a CTA to save the offer

Landing page offer

Users can add the offer to their mobile wallet

Offer on device

Direct-to-consumer communication & conversion tracking is enabled

Push notifications

User gets notifications in real time

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76
Influencers
4,6 mln
Impressions
3,1 mln
Reach
7%
Engagements
$950k
ROI

Establishing strong relationships with influencers who were truly invested in the fight against HIV/AIDS enabled us to exceed our content goal by nearly 5x, which in turn doubled our impressions goal. At The Cirqle, we’re passionate about enacting social change – bringing these campaigns to life runs in our DNA and we’re so thrilled by the work we did to bring this effort to life. The icing on the cake? The work received the Sabre Award for Best in Class Influencer Marketing in 2020.

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Client
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Client
Johnson & Johnson - Band-Aid RED
Location
New Brunswick, USA
Industry
Healthcare
Yearly revenue
$82 bln

Background

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Establishing strong relationships with influencers who were truly invested in the fight against HIV/AIDS enabled us to exceed our content goal by nearly 5x, which in turn doubled our impressions goal. At The Cirqle, we’re passionate about enacting social change – bringing these campaigns to life runs in our DNA and we’re so thrilled by the work we did to bring this effort to life. The icing on the cake? The work received the Sabre Award for Best in Class Influencer Marketing in 2020.

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