J&J teams up with Disney for online soap

Johnson & Johnson has partnered with Walt Disney Studios Motion Pictures to launch an online teen soap for its Clean & Clear brand.

Johnson & Johnson has partnered with Walt Disney Studios Motion Pictures to launch an online teen soap for its Clean & Clear brand.

The online soap, which features two best friends Celia and Chloe, is a ten-part series of three-minute video diary ‘webisodes’, which will be supported by short promotional videos.

The soap will run across seven markets including the UK, Russia, Greece, Portugal, Spain, Hungary and South Africa, with branded channels on social media sites such as YouTube and Bebo in the UK and Mail.ru in Russia.

The launch will be supported by online media activity in addition to TV and print in some markets.

The campaign was created by Aegis Media Global’s J&J team, J Media Care, alongside Carat’s Disney team and Walt Disney Studios and the webisodes were created by production agency Coast.

The campaign will be launched by digital agencies in each market, including Aegis’s digital media network Isobar.

It’s the brand’s first ever multi-market branded content campaign.

The series follows Celia and Chloe’s lives as they try to get a place at the premiere of Disney’s forthcoming film Hannah Montana The Movie in London. Online viewers will have the opportunity to win tickets to join the soap’s stars at the premiere in London and appear in the final episode.

Alyson Lockley, Clean & Clear franchise director EMEA, at J&J, said, “Our audiences – particularly for Clean & Clear – are young and very well-versed in communicating with brands and each other online. The webisodes are a powerful method of reaching our target audience in an engaging, efficient and measurable way.”

Ian James, worldwide director of integrated business for J Media Care at Aegis Media, said, “Celia and Chloe is a fast and funny online teen soap, with lots of personality. We know that teenage girls are savvy about advertising, and are hard to reach with traditional media. Online branded content enables us to target this group with the brand and products in a natural, subtle and engaging way that would not be possible in a TV environment.”

This story first appeared on newmediaage.co.uk

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here