Johnson & Johnson wanted to educate premenstrual girls at moment in their lives when they craved information most. It was an opportunity to create interest and goodwill towards o.b. tampons before the girls ever needed them. KTVMi, in conjunction with Lowe Worldwide, created obie, an animated character who appeals to
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Johnson & Johnson wanted to educate premenstrual girls at moment in their lives when they craved information most. It was an opportunity to create interest and goodwill towards o.b. tampons before the girls ever needed them. KTVMi, in conjunction with Lowe Worldwide, created obie, an animated character who appeals to target market of 12-15 year-old girls who are exploring the Internet to learn about everything, including their biological development.
From top to bottom, KTVMi developed a rich media marketing campaign that included a community site, downloads of unprecedented variety, and viral movies and banners that were launched across the web from MTV.com to Myspace.
Working within the gen Y / 12-15 year old female market was a blast. Early on in the process, it was deemed that from a media standpoint, anything goes! From ringtones to MP3’s, from downloadable iron-ons to emoticons, paper dolls, rich-media movies... the hiobie concept was expandable, flexible, and a perfect match for its market.
Due to the enhanced level of security on any Johnson&Johnson site (and the copious amounts of rich media that were being launched simultaneously), hiobie.com was launched as a hybrid of Flash and .jsp. The community portion of the website that was geared towards 12 year-olds also had its own additional strictures due to the age of the users and the necessary legal routines required. It was deemed easier for us to hand code the logins and database and not use a CMS.
Hiobie was launched in several key markets simultaneously, with online and offline media tightly coordinated. In the first 3 months, 77,000 young women registered to share their thoughts and feelings about growing up. Overall hiobie is a model for a successfully-run alternative marketing campaign and we will always be proud of the work and the team that we were so lucky to have been a part of.
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