Case Study: Universal McCann helps Johnson & Johnson boost reach and engagement with The Trade Desk

Johnson & Johnson extends their care to the open internet – reaching audiences with CTV and OTT

Universal McCann partnered with The Trade Desk on behalf of Johnson & Johnson, the world’s largest diversified health care products company, to extend marketing beyond walled gardens and reach new audiences on the open internet. The challenge was to efficiently target and engage audiences for the Regaine hair product in Taiwan using advanced data-driven advertising across connected TV (CTV), over-the-top (OTT) video, and social display.

Using The Trade Desk’s independent demand-side platform and data marketplace, the team built a multichannel campaign with audience targeting, frequency caps, and social display retargeting. The Trade Desk helped Johnson & Johnson reach 1.1 million unique users, add 46,000 more users for a 4.2% lift in unique reach, achieve a 94% video completion rate, and beat the cost-per-completed-view target by 108%; social display also delivered 600% of the CTR target.

Universal McCann

Jim Lee

Associate Director, Business Development and Performance