Why Johnson & Johnson Treasures BabyCenter’s Data

It's better than Facebook and Twitter stats for targeting moms

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Johnson & Johnson has improved on its ability to target its advertising and develop brand strategies thanks to some internal initiatives (and an assist from an agency).

Christina Hoff, Johnson & Johnson manager of global strategic insights, explained that the knowledge comes from combining a research panel of 50,000 consumers with the insights it gains from the sentiments shared by mothers worldwide on BabyCenter.

"We can tell what a mom is going to do before she does [it] based on what she is searching for," said Hoff, during an i-Com presentation today in Seville, Spain.

For instance, per Hoff's stats, new moms start planning for the first birthday party when their child is 10 months old. "So, J&J can help them celebrate that,” she explained.

Hoff represents a growing breed of data-minded brand players. She left the strictly marketing side of the company's business about a year ago because she wanted to focus on crunching numbers.

She spoke with Adweek off-stage about how BabyCenter's data is valued at J&J, which owns the parenting site. The stats are more relevant than Facebook and Twitter numbers, the exec said.

For instance, when it comes to crafting campaigns for brands such as Tylenol and Motrin as well J&J's slew of well-known infant skincare products, the company knows that "sleeping through the night" are words that resonate with mothers based on their BabyCenter posts.

Hoff explains more about how her team, in conjunction with agency JWT, employs the intel to target advertising in the Instagram video below.

@Chris_Heine Christopher Heine is a New York-based editor and writer.