Klick Health

MICRO-INFLUENCERS WORKS FOR J&J

Editor

in
Read More

J&J's Clean and Clear acne brand decided to look to smaller influencers with only 500 followers rather than more popular ones to tap into social media's peer-to-peer nature.

Now, Eisman is among the teens who star in videos for Johnson & Johnson’s Clean & Clear—his video alone has received more than 3.2 million YouTube views since June. Together they have helped boost Clean & Clear sales 19 percent since February, according to the company.

The story also digs up some (alleged -Ed.) dirt on beauty influencers. A blogger who works in the industry says that he learned that influencer prices can be:

In the post, he called the idea of paying influencers to harm competitive brands “mob-like behavior,” adding that it’s time for the Federal Trade Commission to “start charging fines and shut this bullsh*t down.

Unethical behavior aside, the J&J tactic of using more authentic voices and then boosting those materials is more similar to patient testimonials in the pharma world than true influencer marketing. Maybe pharma brands should look at these micro-influencers to fill their patient testimonial ranks.

 

AdAge

More About the Author

Klick Wire

This is the Klick Wire blog account. Here you will find archived versions of all your favorite Klick Wire stories. To get these stories delivered to your inbox every week, use the sign up form at the bottom of this page.

More from this author

Go from news to action. Klick Wire

Weekly Digital Health Newsletter

Klick Health will NEVER spam you. Read our privacy policy

Thank you! You're now signed up to get the Klick Wire every week - news from the world of digital health marketing.

Sorry there seems to be a problem. Please try again later.