Healthy Essentials for J&J
Role
Copy lead, branding, manifesto, copy tone & voice, ECRM, campaign, and website
The work
For Johnson & Johnson, we needed to grow the user base of their multi-brand loyalty program. So we developed Healthy Essentials, a unified consumer website for brand resources. As the writer on the project, beyond building this umbrella brand, I knew we needed to provide more than just coupons and sweepstakes. I helped reimagine the program from the ground up as a multichannel lifestyle content ecosystem to connect and engage with users.
Impact
45% subscriber growth
23% expansion in younger demographics
60% surge in engagement
