Have you seen the recent Johnson&Johnson “For All You Love” ads? The commercials are shot in black and white and capture families sharing emotional moments, while a narrator talks about the lengths that we go for those we care about most.
They are part of a larger multi-channel marketing campaign that includes a website, Facebook and Twitter pages (#ForAllYouLove), a mobile app, and paid online placement in locations like nytimes.com.
“For All You Love” is an example of video content marketing: original video content that is not directly about the company or its product, but rather is a series of inspiring short films focused on a topic that the company’s audience cares deeply about: love.
In embracing the approach, J&J did some things really well and other things, well, not so much. Here we break it down.