JOHNSON & JOHNSON’S ‘CAMP BABY’: GREAT CUSTOMER

Jun 17th, 2015
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On April 2, 2008, US-based Johnson & Johnson (J&J), one of the largest healthcare companies in the world organized a unique event called „Camp Baby at its headquarters in New Brunswick, New Jersey6.7 The three day event was designed especially for parenting community, where 56 most influential mommy bloggers8 from the US participated

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Case No: 7Batch: 27thSub: Relationship MarketingSemester : IVJOHNSON & JOHNSONS CAMP BABY: GREAT CUSTOMER RELATIONSHIPMANAGEMENT OR A PUBLIC RELATIONS FIASCO?CAMP BABYGATE?On April 2, 2008, US-based Johnson & Johnson (J&J), one of the largest healthcarecompanies in the world organized a unique event called Camp Baby at its headquartersin New Brunswick, New Jersey6.7 The three day event was designed especially forparenting community, where 56 most influential mommy bloggers8 from the USparticipated. The purpose of the exclusive free camp was to provide an opportunity for themommy bloggers and the company to know each other better on a common platform and todevelop a long lasting relationship. According to Fred Tewell (Tewell), Group ProductDirector, J&J s US Baby Business, Our goal is to reach a mom in a social contextwherever she is. Its about engaging moms in their broader emotions, rather thanleveraging the site to make sweeping product pitches to that demographic.J&J did not use the Camp Baby event as a platform to sell any of its products, but to connect toa core group of customers, i.e. mothers. Several women who wrote widely read blogs related tochild raising, child health and family life, took part in the event. It also includededucative sessions wherein the participants got a chance to interact with guest speakers,doctors and industry experts who provided insights into various aspects of motherhoodand physical and mental h

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