Javier Cardenas, Malvin Harrison, Hanqian Xu, Cleider Guillen, Elain Ding

COVID-19 VACCINE
TOGETHER, WE PROTECT
 This is a mock advertising campaign for the possible
release of the COVID19 vaccine by Johnson and Johnson.
This was a group project created by my team for my
Advertising Agency Operations and Campaigns course.
Table of Contents
Executive Summary ...................................................................................................... 2
Consumer Research & Insight ........................................................................... 3
SWOT Analysis ................................................................................................................... 4
Advertising Objectives ............................................................................................. 5
Target Market & Key Strategy ......................................................................... 7
Demographic & Psychographics .................................................................... 8
Social Media ......................................................................................................................... 9
Digital & Print Advertising .................................................................................... 10
In-Store, Outdoor & Guerrilla Marketing ................................................ 11
Media Schedule ................................................................................................................ 12
Budget Plan .......................................................................................................................... 13
Measurement Plan ......................................................................................................... 14
Citations ................................................................................................................................... 15
Executive Summary
Founded in 1886 with only 14 employees, eight of whom were women, Johnson
& Johnson has grown to become the world’s largest and most broadly based
healthcare company. Our mission is to improve access and affordability, create
healthier communities, and put a healthy mind, body, and environment within
reach of everyone, everywhere. We have over 130,000 employees across the
world that are committed to blending heart, science, and ingenuity to change the
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trajectory of health for humanity. Our vaccine development research is conducted
with Janssen Pharmaceutica, our pharmaceutical company headquartered in
Belgium.
We have experience when it comes to fighting emerging epidemics around the
world. In 2014, when the Ebola Virus Disease (EVD) outbreak was at its peak with
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over 11,000 deaths, we accelerate our efforts to create a vaccine. So, when the
second worst outbreak of the EVD hit, we were prepared to help.
Now, we want to be the ones to help you. Our vaccine is a single dose
regimen that is safe and effective. Together, We Protect your friends, family and
communities.
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Consumer
Research
Our consumer research revealed insights
about public perception towards the
overall accelerated vaccine development
process. The goal of the U.S. government is
to provide Americans with an effective and
available COVID-19 vaccination to all at risk
people within the next year. However,
through our research we found that
Americans are expressing great concern
over the safeness surrounding the COVID-
19 vaccine trials.
In May '20, 72% of Americans said they
would get a COVID-19 vaccine if it were
available to them today. However, in Sept.
'20, that number dropped to about half of
U.S. adults (51%). 3
Source: Pew Research Center
Nearly 8-in-10 Americans
are concerned that a
COVID-19 vaccine will be
approved before its
safety and effectiveness
are fully understood. 3
Source: Pew Research Center
Insight
Addressing concerns regarding the confidence,
safeness and effectiveness of the vaccine will be one
of the major issues that will need to be addressed by
Johnson & Johnson alongside the U.S. Government and
respective agencies. It is clear that the intent to get
the COVID-19 vaccine among Americans is largely
affected by their overall confidence in the
development process.
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Situation Analysis
Strengths
Crisis & Epidemic Response
Innovative Research &
Development
Varied Social Media Channels
Weaknesses
Central Social Media
Lawsuits & Product Recalls
Opportunities
Strengthening uniform presence on social
media platforms
Millenials & Gen-Z Audience
Threats
Variety of vaccine development competitors
High-tech, cutting-edge supply
4
chain technology
Diverse global supply base
Competitors
Largest market share of
pharmaceutical industry 5
Engaging social media
mRNA-based vaccine
development 6
Global supply chain 7
Partnering with BioNTech
mRNA-based vaccine
development
Extensive portfolio in
vaccine research 8
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Advertising Objectives
Addressing Covid-19 has become a
new challenge that almost every
company has needed to adapt to
during the year of 2020. New
advertising objectives are the
absolute priority to solve the
communications problem/situation
between Johnson & Johnson and
our consumer. The two key
problems that people find
themselves facing during the
pandemic are based on health or
economic reasons.
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Advertising Objectives
1. Addressing Consumer Concerns
Because of consumers’ concerns are heightened fright due to the virus,
addressing both sides of economical and health Impact is crucial.
2. Providing a Solution
Consumers want to know where the company is heading with product quality,
and the necessary steps being taken towards research on a quality vaccine
for COVID-19 throughout the year.
3. Keeping Others Together While We Social Distance.
While precautions are put in place by the government, it's important to build
trust the consumer. By creating ads where the consumer can relate and build
the relationship with a company, more trust is given. This all leads toward
gaining enough reputation through the year to be a trustworthy option when
a vaccine is released.

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Target Markets and Key Strategy
Johnson and Johnson has 3 Target Markets

Frontline
First Responders
Emergency Transportation Personnel
Part of Phase 1
Adults
Students
Essential Workers
Part of Phase 2 & 3
Americans in General
5 - 15% of Populaton
Part of Phase 4

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 Demographics & Psychographics
Front Line Demographics
Age: 25-55
Marital Status: Married/Single
Income: $30,000 - $60,000
Education: 4 year Degree
Employment: First Responders,
Doctors
Adults Demographics Americans In General
Age: 18-29 Demographics
Marital Status: Not married Age: 18-60
Income: $0 - $30,000 Marital Status: Married/single
Education: Highschool & College Income: $0- $80,000
Employment: Not employed & Education: Highschool & College
part-time Employment: Full-time

Psychographics Psychographics Psychographics

Lifestyle: Healthy
Interest: Exercise Attitudes-
Positive Values: Responsible,
Respectful and Empathetic
Lifestyle: Dependents Lifestyle: Healthy
Interest: Video games Interest: Sports
Attitudes: Reckless, feel invincible Attitudes: Preventive
and immature Values: Family and friends
Values: Friendships and Innovative

It is possible for Johnson and Johnson to reach all of its target markets. In addition, it is helpful that some of our
target markets also fall into the phases of the vaccine playbook. This will ensure that this vaccine is ready for
everyone and that working with the U.S. government is implemented early on in the planning process.

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Our Idea
Social Media
Every single person in the world has
either had a direct or indirect
experience with COVID19. The idea
behind ‘Together, We Protect” is
bringing people together to get the
vaccine and be able to get out of
quarantine. There’s also the technical
aspect of how a vaccine works. After a
vaccine is injected, our immune system
works to recognize and fight the virus.
The little vials of injection are our
superhero serums that help us get
stronger and protect our friends, family
and community. No matter which
platform we are using to promote the
vaccinations, we will convey the
importance of protecting ourselves and
those around us.
We will have a video series called "Together, We Protect"
that showcases why real people have decided to get the
vaccine.
We will provide educational articles focusing on vaccinations
and COVID19.
Work with influencers to provide & repost infographics
regarding the vaccinations and COVID19 infection rates.
We will utilize our PSAs, working with health care and
government officials to promote vaccinations. Videos will be
more condensed than YouTube.
Creating a hashtag, work with influencers, have an
automatic tab that provides the locations that are offering
vaccinations when a video mentions COVID19.
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Digital Advertising
Whenever COVID19 or any related terms are searched, the
first link will lead them to all the locations that are offering
vaccinations.
Create PSAs with musicians for non-premium users,
advertise with top podcasters.
Create PSAs with real and TV doctors to air during
important news cycles times, and television series.
We will utilize our PSAs, working with health care and
government officials to promote vaccinations.

Print Advertising
Work with local newspapers to create advertisements on
the front page that shows the locations that are offering
vaccinations.
Work with major health and wellness magazines to promote
vaccinations.
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In-Store Guerilla
Our in-store advertisements will be at all locations For our guerilla marketing strategies, we'll work
that offer the vaccination, whether that's a with universities to promote getting vaccinations.
pharmacy, a clinic or hospitals. We will also have Large foot prints of respective mascots will lead
in-store advertisement specifically the pharmacy to their health clinic that offer vaccinations.
area even if the vaccinations are not offered. A
quick QR code scan of the advertisement will
show them the closest location to get a vaccine,
the hours and directions.

Outdoor
Our outdoor advertisements will be focused on
public transportation, such as bus stations,
subway stations and on taxis. With each poster, it
will show the stops for all the vaccination locations
in town.

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Media Schedule
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Social Media
Twitter
Instagram
Facebook
TikTok
LinkedIn
Digital
YouTube
Google Ads
Spotify
Cable TV
Print
In-Store
Outdoor
Guerilla

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Budget Plan SOCIAL MEDIA
Twitter
Facebook
$40,000,000
$6,000,000
$16,000,000
With a budget of $100M, here's how it works out. Instagram $9,600,000
Guerrilla TikTok $8,400,000
5%
Outdoor DIGITAL $30,000,000
10% YouTube $10,000,000
Google Search (SEO) $3,000,000
Google Display Ads $3,000,000
Print Spotify $10,000,000
5%
Social Media Cable TV $4,000,000
40% IN-STORE $5,000,000
PRINT $10,000,000
In-Store
Newspaper $5,000,000
10%
Magazine $3,000,000
Brochure $1,000,000
Posters $1,000,000
OUTDOOR $10,000,000
Public Transportation $1,800,000
Billboards $8,200,000
GUERRILLA $5,000,000
Digital Influencers $1,800,000
30% Street Marketing $3,200,000
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Measurement Plan
Through our campaign we want to make an impact on our audience.

Perception Metric
Post-campaign survey. (eg. evaluate if the attitude toward J&J vaccine
changes)
Social Metrics
Website traffic (Google Analytics)
Follower on the social media (all platforms)
Engagement on social media - e.g. comments, share, likes
Google CTR (click through rate)
Video CTR, time watching per roll - e.g. YouTube

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Citations
1 "About Johnson & Johnson.” Content Lab U.S., n.d. https://www.jnj.com/about-jnj.

2 Camille Chatterjee, Staff Content Strategist. “5 Latest Facts About Johnson & Johnson's Ebola Vaccine.” Content Lab U.S. Johnson & Johnson, October 9,
2020. https://www.jnj.com/latest-news/latest-facts-about-johnson-johnson-ebola-vaccine.

3 Tyson, Alec, Courtney Johnson, and Cary Funk. “U.S. Public Now Divided Over Whether To Get COVID-19 Vaccine.” Pew Research Center Science & Society.
Pew Research Center, September 18, 2020. https://www.pewresearch.org/science/2020/09/17/u-s-public-now-divided-over-whether-to-get-covid-19-
vaccine/.

4 Brody, Barbara. “4 High-Tech Tools Johnson & Johnson Is Using to Get Products to You During the Pandemic.” Content Lab U.S. Johnson & Johnson,
October 9, 2020. https://www.jnj.com/innovation/johnson-johnson-supply-chain-technology-during-coronavirus.
5 “Top Pharmaceutical Companies: Ranking the Top Ten by Market Share.” PHarmaceutical tech@2x, November 2, 2020. https://www.pharmaceutical-
technology.com/features/top-pharmaceutical-companies/.

6 “Pfizer and BioNTech Share Positive Early Data on Lead MRNA Vaccine Candidate BNT162b2 Against COVID-19.” Pfizer, n.d.
https://www.pfizer.com/news/press-release/press-release-detail/pfizer-and-biontech-share-positive-early-data-lead-mrna.

7 “Manufacturing & Supply Chain Excellence.” Pfizer Annual Review 2017, n.d.
https://www.pfizer.com/sites/default/files/investors/financial_reports/annual_reports/2017/our-business-our-purpose/manufacturing-supply-chain-
excellence/index.html.

8 “Moderna's Pipeline.” Moderna. Accessed November 3, 2020. https://www.modernatx.com/pipeline.

9 Jonathan Wosen, . (2020, October 25). We're getting closer to having a COVID-19 vaccine. Hold onto that mask, though. Retrieved November 03, 2020,
from https://www.sandiegouniontribune.com/news/health/story/2020-10-25/were-getting-closer-to-having-a-covid-19-vaccine-hold-onto-that-mask

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