Case Study: Johnson & Johnson collects 19,670 leads in 2 weeks with Facebook lead ads

Building Custom Audiences through Facebook lead ad

Johnson’s Baby, an iconic baby-products brand in Thailand, needed to become more data-driven to reach a moving audience of young mothers and improve marketing efficiency. The company’s goal was to collect qualified leads via Facebook to build a detailed audience database and make future campaigns more relevant.

Johnson’s Baby ran Facebook lead ads (photo and video creative, including a celebrity ambassador) offering free sample packs and targeting Thai women aged 25–40. In a two-week campaign it collected 19,670 leads at $0.19 cost per lead and reached 882,900 mothers; the brand then segmented leads by children’s ages to create Custom and Lookalike Audiences for more targeted future marketing.

Johnson & Johnson

Neeraj Goyal

Country Director