Case Study: Johnson & Johnson’s BAND-AID® RED campaign drives awareness and overdelivers content goals with The Cirqle

Johnson & Johnson's Band-Aid Red Campaign, for the fight against HIV/AIDS

Johnson & Johnson, through its Band-Aid brand, launched the Band-Aid Red campaign to support the global fight against HIV/AIDS. Their challenge was to drive significant awareness for this partnership and the #BandTogether call-to-action, requiring the help of a large number of authentic and committed influencers. They partnered with the vendor, The Cirqle, utilizing its Create Platform to manage this initiative.

The solution implemented by The Cirqle involved collaborating with influencers who were genuinely invested in the cause. The vendor's strategy focused on authentic partnerships, which resulted in the campaign exceeding its content goal by nearly five times. This effort also doubled the initial impressions goal, generating 4.6 million impressions, and the campaign's success was recognized with a SABRE Award for Best in Class Influencer Marketing in 2020.

Johnson & Johnson - Band-Aid Red