Transforming loyalty emails into lifestyle content

Grow the user base for Johnson & Johnson’s multibrand loyalty program, especially among younger  demographics and non-parents.
Key Insight
I quickly realized that we needed to look beyond sweepstakes, coupons, and click rates, and reimagine the fundamental question of what Healthy Essentials could be.
Reengineer the program from the ground up as a multichannel lifestyle content ecosystem to connect and engage with a younger, more social media–savvy audience. 
45% subscriber growth, a 23% expansion in younger demographics, and a 60% surge in engagement. Based partly on this work, HE named my agency their Creative Agency of Record.

My Role: Creative Director
campaign development, content strategy, art direction, copy direction, graphic design, brand style guide, identity design, team leadership
I redesigned and retooled HE’s expansive email program to shift the focus away from coupons and sweeps — and toward increased engagement, dynamic content, and lots more energy and color. 

Bringing high-value content, product benefits, and loyalty rewards to the fore helped reposition HE’s monthly newsletter emails as a lifestyle tool, instead of just a couponing program. 
Content Ecosystem
My team and I rewrote and redesigned key content on HE’s website to increase engagement and promote products from J&J brands, and developed a multichannel content marketing strategy that drove traffic to the program website with Pinterest  pins created specifically for the purpose.

In addition to refreshed imagery and strong visual storytelling, we incorporated a range of downloadable and interactive bonus content to help bring HE’s benefits off the screen and out into the real world.
We developed dozens of new article-pin ecosystems based on the most-searched topics by existing and potential subscribers, balancing HE’s content strategy to make the brand relevant to a wider range of age groups, and well as to subscribers with and without children.
Content Marketing: Social Media
We launched HE on Pinterest with a 2-part strategy that combined short “teaser” pins with longer, standalone list pins driving to key website content.
Brand Identity
Finally, I developed the first-ever brand style guides for Healthy Essentials and HE Baby & Child…
…and gave the program a fresh, friendly, modern new logo.
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