Hello My Name Means
Johnson & Johnson
Issue 32 | September 2014
Agency
DM9DDB Sao Paulo
Creative Team
Chief Creative Officer Marco Versolato Creative Team Marcelo Pascoa Ronaldo Tavares Luciana Cardoso Rodrigo Mendes Caio Mattoso
Production Team
Digital Production Company Unit9 Project Directors Cristiane Rojas Denis Gustavo Project Managers Pedro Rais Vanessa Santin Graphic Producers Clariana Costa Nereu Marinho Art Buyers Clariana Costa Alessandra Salles
Other Credits
Account Team Marcelo Passos Fernanda Marin Georgia Carvalho Laura Tieppo Anelise Reis Client Andrea Bo
Date
April 2014
Background
Once parents had chosen the brands they wanted to take care of their babies, it was almost impossible to get them to switch.
The challenge, then, was to try to get Johnson & Johnson top of mind before their baby was born. This was when expectant parents were considering names for their new baby.
Idea
Hello, My Name Means was an HTML5 microsite created to be able to let expectant Mums and Dads explore the hidden meanings of names before they made their choice.
It was the brand helping them make the first big decision about their baby's life.
The way it worked was to search the internet for as much information as possible about almost every name. Capturing real-time data from five different sources the tool explored the history of each name and generated a unique video from each search, which could then be shared by parents across their social media.
The five different data sources were, SSA. gov, which held information on 91,000 names going back 100 years, Twitter, Instagram, Wikipedia and even LastFM to get an idea of the sort of music a Sarah prefers to a Tom or a Harry.
Results
Posters, press advertising and banners on Facebook drove traffic to the site. Within hours of launch, Hello, My Name Means had received 84,000 views.
By the time the campaign finished, it had impacted 24 million people, who had researched 2.5 million names, spending an average of 7 minutes in the microsite.
This was how the brand became a part of babies' lives even before they were born.
Our Thoughts
In Cannes, Sir John Hegarty excited debate when he referred to Big Data as ‘nonsense’.
‘Data’, he said, ‘gives the answer to what has happened, not to what is going to be.’
He was talking about research rather than data, I think.
Data is analysis of which people are where at any one moment and doing what while they’re there. Data analysts who know what they are doing can use it to throw up genuinely game-changing insights.
This is brilliant branded content even though it is not branded content as most people recognise it, i.e. entertaining webisodes mimicking TV. It is data made highly personal and highly shareable, with every search turned into a unique video Mums and Dads can broadcast to their circles.