Case Study: Johnson & Johnson achieves 1M+ views and high engagement for LIVE "The Road to a Vaccine" series with LinkedIn Marketing Solutions

Johnson & Johnson streams first-ever LIVE weekly COVID-19 news series The Road to a Vaccine driving massive engagement on LinkedIn Live

Johnson & Johnson, the global healthcare leader, needed a trusted way to keep professionals and the public informed about its COVID‑19 vaccine efforts and its pledge to deliver 1 billion doses. Facing an unprecedented communications challenge, the company sought to reach the right audience in the right professional context during a fast‑moving public health crisis.

They launched “The Road to a Vaccine,” a weekly LinkedIn Live news series featuring interviews with J&J scientists and global experts, and promoted it with Sponsored Content and Message Ads targeted to healthcare professionals. The series drove massive engagement — more than 1 million total views, ~983K average minutes watched per episode, 1,000 viewers within the first minute (2,000 within five), strong retention for the 30‑minute shows, and 97% neutral/positive comment sentiment.

Johnson & Johnson

Lauren Ruotolo

Director of Creative Partnerships