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.

By Marketing Week 17 Mar 2009 2:10 pm

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

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