Johnson & Johnson's Care Club
Project Overview
Care Club is Johnson & Johnson’s customer loyalty program that rewards consumers for uploading receipts of their qualifying purchases. Monkey Do Better was tasked with giving the brand a refresh and improving the overall customer experience.
Branding
Style Guide
User Experience
User Acquisition
Customer Retention
BRANDING
Creating Comfort
J&J products are associated with health, care, soothing, and comfort. We developed a brand identity that takes inspiration from ocean water and sandy beaches to evoke a sense of health and wellness.
STYLE
The Human Element
J&J products are an almost ubiquitous presence in American homes. We wanted to focus on how we relate to these products and their importance in our daily lives. To accomplish this we shifted the brand away from cold product photography toward relatable lifestyle imagery.
USER EXPERIENCE
Building for Engagement
In addition to visually updating Care Club, we reimagined the web experience to make important information and key actions more accessible. We optimized the experience to acquire new users and keep them coming back to engage with the brands.
Acquisition
We created lead generation campaigns that spanned across email and social channels to drive fresh traffic into the sign up funnel. The new website experience is optimized to entice users to sign up for exciting rewards from brands they know and trust.
Personalization
Leveraging data provided by users, we are able to provide a tailored experience to create the greatest exchange of value. We are able to serve up custom content, journeys, and coupons within the dashboard to keep users engaged with the brands.
Engaging Content
The new experience emphasizes the actions that earn users points to keep the feedback loop focused on rewards. Along the journey to rewards, users may discover new tips, products, and brands that make the experience even more valuable.
CMS & Brand Value
The new Care Club site included new opportunities for brands to refresh their content. By developing a Content Hub that acts as a CMS, we were able to give brands a new level of control over the content they show members.
CRM & User Retention
We crafted a new suite of user behavior triggered emails that are designed to keep users returning to the program. These emails feed our data loop to continuously evolve the content we send to each user to drive future repeat engagement.
USER ACQUISITION
Marketing Site
MDB overhauled the marketing site to better illustrate the benefits of the program to customers. The new design focuses on getting rewards for the products you’re already purchasing.
USER EXPERIENCE
Member Experience
A new dashboard was implemented to give users consistent feedback on their progression towards rewards. We highlighted the activities that earn points and guided users directly to key actions. In addition, we elevated the presence of the sub-brands to capitalize on cross-promotion opportunities.
CUSTOMER RETENTION
Maintaining Relationships
We redesigned all the transactional and triggered event emails to be more engaging.
SEE MORE WORK
