Johnson & Johnson pursues empathy in an age of 'anxiety and mistrust'

Johnson & Johnson president of global marketing services Debra Bass says the brand is putting empathy at the forefront of its activity at a tumultuous time for the world.

J&J is seeking to help babies sleep better
J&J is seeking to help babies sleep better

Bass discussed the initiatives the company is using to unlock good through mobile marketing initiatives at a Mobile World Congress session in Barcelona today.

She said: "We have a new vector around empathy and how we think about communities in the digital age. Empathy allows us to ignite a social movement for good.

"What’s interesting as we plug into the cultural zeitgeist, we have talked about Brexit and the election in the US, and we saw the Catalan protest outside.

"We are living in an age of anxiety and mistrust. And what was once at the bottom of the hierarchy of needs of safety and trust and shelter and sleep is now of the upmost importance at the top of the pyramid."

In order to address the issues of sleep Johnson & Johnson developed a "clinically proven routine" to help babies sleep better, which includes practices such as giving the baby a warm bath.

To go alongside it Johnson & Johnson created an app called Nod that allows parents to "care and personalise more delightful sleep experiences".

The app has been developed in partnership with analytics firm Mimo, which is helping create a data repository to "offer the next generation of technology enabled sleep solutions".

Nod is primarily being advertised through search and being pushed by clinical professionals when people ask about getting better sleep for themselves and babies. 

Johnson & Johnson’s other initiatives that use mobile to benefit society is an app for its Listerine brand that allows visually impaired people to realise when people are smiling at them.

The app uses the phone’s camera to detect the smile and then buzzes to notify the user of a smile.  

Bass said: "That is a great example of going beyond than hawking bottles, jars, and tubes but leading with a greater sense of purpose and having mobile help people feel something."

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Grey London changes name to Valenstein & Fatt to promote diversity and tolerance

Grey London is making a statement against a recent surge in racism and nationalism by changing its name to Valenstein & Fatt, with the surnames of its two Jewish founders appearing above the agency's doors for 100 days.

Why Cosabella replaced its agency with AI and will never go back to humans
Shares0
Share

1 Why Cosabella replaced its agency with AI and will never go back to humans

In October, lingerie retailer Cosabella replaced its digital agency with an AI platform named "Albert". Since then it has more than tripled its ROI and increased its customer base by 30%.

Just published

More