For the launch of the Johnson’s adult line extension, both new and traditional media were utilized with a strong social overlay. Tactics included: display, YouTube interstitials, print, television, outdoor and original content for all social media channels. Grand Prize for the hashtag video contest was an all-expense paid trip to a dream* 24-hour city (*New York, London, Paris or Tokyo) Key Social Influencers were selected to contribute their 24-hour story to the campaign.
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