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Johnson & Johnson And VaynerMedia Focus On Credibility To Sway Gen Z

October 2, 2018: 12:00 AM EST
Brands are responding to a decline in consumer trust of influencers. Johnson & Johnson and its creative agency, VaynerMedia, are reaching out to Gen Z consumers by enlisting teenagers who, by their actions, are seen as more credible, through their actions, even if they have a more modest online following. The company selected several teenagers, including Dillon Eisman who runs a nonprofit in Southern California, to star in one of its videos promoting the skincare brand Clean & Clear, resulting in a 19 percent boost in sales. Credibility was also a key factor in turning to established major influencers Brooklyn and Bailey McKnight to launch C&C, a new Clean & Clear sub-brand. [Image Credit: © J&JCI]
Jack Neff, "Clean Break: Why J&J is enlisting teens with modest followings as influencers", Advertising Age, October 02, 2018, © Crain Communications
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