Johnson & Johnson's 'Camp Baby': Great Customer Relationship Management or Public Relations Fiasco?

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Case Details:

Case Code : MKTG196
Case Length : 13 Pages
Period : 2007-2008
Pub Date : 2008
Teaching Note :Not Available
Organization : Johnson & Johnson
Industry : Healthcare/ Consumer Healthcare
Countries : USA

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Camp Babygate? Contd...

According to Fred Tewell (Tewell), Group Product Director, J&J's US Baby Business, “Our goal is to reach a mom in a social context wherever she is. It's about engaging moms in their broader emotions, rather than leveraging the site to make sweeping product pitches to that demographic.”9

J&J did not use the Camp Baby event as a platform to sell any of its products, but to connect to a core group of customers, i.e. mothers.

Several women who wrote widely read blogs related to child raising, child health and family life, took part in the event.

It also included educative sessions wherein the participants got a chance to interact with guest speakers, doctors and industry experts who provided insights into various aspects of motherhood and physical and mental health of children.

But the event received flak from several mothers because it did not allow babies to be a part of the camp. Many eligible participants could not participate in the event as they could not leave their children behind.

J&J's selection of the participants was also not without criticism, with several bloggers pointing out that some of those, whose blogs attracted more web traffic were not invited for the event. The company was also criticized for the way it had conducted the camp. The occasion that aimed to help the company to get to know its customers better and bond with them ended up bringing negative publicity to the brand known for its subtle expression of emotional bonds.

Some analysts were of the view that, though Camp Baby was a good strategy on J&J's part to befriend mommy bloggers and encourage them to write good things about its products in their blogs, it failed to impress its audience...

 Excerpts >>

9] Betsy Cummings, “J&J Takes Baby Steps toward Social Media,”, April 14, 2008.


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