Case Study: Johnson & Johnson boosts awareness and engagement with TikTok for Business

Increasing awareness for a brand of active kids shampoo in the Philippines

Johnson & Johnson worked with TikTok for Business to promote the launch of Johnson’s Active Kids Shampoo in the Philippines. The challenge was to reach millions of families and clearly communicate the product’s value in a way that could capture broad attention and drive awareness.

TikTok for Business implemented a #PrettyStrong Branded Hashtag Challenge, supported by additional ad placements and audience targeting across retargeting, beauty/personal care, baby/kids/maternity, and broader audiences. The campaign went viral, generating 122 million video views, 305,000 user-generated videos, and a 12.8% engagement rate; the retargeted audience delivered a cost per reach 32% lower than other audiences and drove 20 million impressions.

Johnson & Johnson