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

Influencers

4,6 mln

Impressions

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.

Results

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.

Conclusion

What our clients say about us

“Adding Influencer Marketing through The Cirqle into our media mix enabled us to achieve significantly better results compared to our business-as-usual campaigns, and decrease the overall cost of media (CPA) while increasing RoAS.”

Alex Adamson

SVP of Digital Marketing

“Creator led marketing strategies are key for advertisers that want to avoid fatigue and drive performance from their campaigns. The Cirqle is instrumental for us in driving these initiatives.”

Marc Judlin

Monetization Partnerships

“At LOOKFANTASTIC, we see the creator space as a huge opportunity within our paid marketing campaigns and are delighted to have driven such strong results through our continuous work with The Cirqle.”

Cal Salvaggio

Global Head of Paid Media – Beauty

“An efficient and effective way to work with and scale influencer marketing. The briefing process for brand and influencer are both straightforward. Great overall performance management from influencer relations to reporting.”

Jaimee Hulsmeyer

Social Media and Influencer Manager

“The Cirqle's platform demonstrated its potential in terms of saving time, reducing costs, and facilitating the scaling of Partnership Ads.”

Ozge Sonmezoz

Senior Performance Marketing Manager

“Incredibly scalable social commerce platform that's ROI-driven and brings results to the business.”

Matteo Petruzzellis

Director of Digital & Sales

“We enjoyed the experience of working together on our seasonal campaign and thought the results were on par with expectations. The Cirqle does well at pushing the needle and meeting all deadlines set out at the onset of a campaign.”

Liam McGurl

Social Media Manager

Alex Adamson

SVP of Digital Marketing

Cal Salvaggio

Global Head of Paid Media – Beauty

Cal Salvaggio

Global Head of Paid Media – Beauty

We are very satisfied with how The Cirqle helps streamline and scale the process of running influencer marketing and the deployment of Paid Partnership ads.

Paulina Nordgren

Marketing Executive

“Extremely fast delivery of high-quality campaigns across our key markets with a steady stream of successful campaigns resulted in a year-long commitment.”

Alex Garcia

Sr Analyst/Strategist

“We are very satisfied with how The Cirqle helps streamline the process of running partnership ads.”

Paulina Nordgren

Marketing Executive

"Quickly adding and scaling Influencer backed Paid Partnership ads in our marketing mix was extremely easy with The Cirqle. We were able to scale spend and decrease our CPA in the 1st month by an incredibly 20%. We’re excited to keep the momentum going!"

Luke Raben

Growth Manager

“Extremely fast delivery of high-quality campaigns across our key markets with a steady stream of successful campaigns resulted in a year-long commitment.”

Alex Garcia

Sr Analyst/Strategist - Social Media

“The Cirqle helped us to quickly scale up our Paid Partnerships campaigns with almost no effort. We were able to expand our asset library with just a few clicks and drive up ROAS during peak moments.”

Arlette Coenradi

Digital Marketeer at Stoov

“The Cirqle offered a turnkey influencer strategy that allowed us to successfully execute our first-ever Affordable Care Act (ACA) Open Enrollment awareness campaign.”

Sarah Abboud

Director of Communications

We are very satisfied with how The Cirqle helps streamline and scale the process of running influencer marketing and the deployment of Paid Partnership ads.

Paulina Nordgren

Marketing Executive

“The Cirqle's focus on influencer performance is unique in the market and enabled Routinely to drive outsized returns in comparison to our own performance on social.”

Damien Poelhekke

CEO

“Extremely fast delivery of high-quality campaigns across our key markets with a steady stream of successful campaigns resulted in a year-long commitment.”

Alex Garcia

Sr Analyst/Strategist

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