Case Study: A Fan Page Effectiveness Study In Australia, J&J set out to understand the brand value of their tightly-knit Johnson’s Baby Facebook fan page community.

1. a fan page effectiveness case study:
optimizing a well-loved community

2. CHALLENGE APPROACH FINDINGS INSIGHTS OUTCOME
Client Challenge
In Australia, J&J set out to understand the brand value of their
tightly-knit Johnson’s Baby Facebook fan page community. In the
process we looked to answer a few key questions:
1) Who are Johnson’s Baby fans?
2) What value do they see in the fan page?
3) Is the fan page improving their
relationship with the brand?
4) How could the fan page be
improved further?

3. CHALLENGE APPROACH FINDINGS INSIGHTS OUTCOME
Our Approach
Dynamic Logic uses a proprietary FanIndex methodology. Respondents are recruited via Facebook fan page
wall posts, inviting them to a 5-minute survey. Fieldwork for this study was carried out across a one-month
period and a total of 133 survey respondents were recruited. Based on our sample, we found that most fans
are women 25-34 who are regular Johnson’s Baby buyers.
Female 100 %
Wall post:
"Dear Johnson’s Baby fans, <25 10
your opinion is important to
25-34 74
us! Please help us improve this
page by answering our short 5 35+ 16
minute survey."
Bought last 49
Buy regularly, not
30
last

4. CHALLENGE APPROACH FINDINGS INSIGHTS OUTCOME
Our Findings
The fan page is well-liked, frequently revisited and achieves an above average FanIndex. Most of its success is
due to the usefulness, trustworthiness and variety of the information available to fans. Brand posts about new
products are particularly popular and the input from other fans in the community help make this page stand out.
The page strikes a nice balance of the brand talking to the community and the community talking to each other.
55%
Overall opinion Recommend Useful info 42%
“Very favourable” “Very likely” 52%
Trustworthy
52% (51% norm) 49% (48% norm) 47%
FanIndex Varied info
44%
38%
rating J&J's Baby
103 Norm
(100 norm) Posts about new 68%
products 56%
Revisit likelihood Attentiveness 68%
“Very likely” “A lot” Contests & giveaways 67%
70% (65% norm) 45% (41% norm) 42%
Posts by other fans 31%
“I love that I can ask other “I like latest news and updates on JOHNSON'S® products
parents anything and get a (the bubble bath for example) and also friendship, knowledge
broad conversation going.” and advice from the fan base and other parents!!”

5. CHALLENGE APPROACH FINDINGS INSIGHTS OUTCOME
Research Insights
The fan page is clearly building the % Increase in Opinion of Johnson’s Baby
perception that Johnson’s Baby offers
useful advice. However, it is not Is useful with tips and advice
from other mums
64%
building other brand equity metrics or 42%
Offers something different
purchase intent as well as we see 48%
with most other fan pages due to Is a brand I love
40%
47%
restrained branding. 39%
Is the most popular
41%
J&J's Baby
Recommendation: maintain the Is of a better quality
36%
44% Norm
strong community feel but increase Is setting trends
35%
brand prominence so that users don’t 46%
forget who is supporting the page. Is worth paying more for
20%
30%
Likely to buy Johnson's Baby in 44%
the future 50%

6. CHALLENGE APPROACH FINDINGS INSIGHTS OUTCOME
Business Outcome
Following the research findings, there were
three major outcomes:
The positive findings encouraged ongoing
investment and support of the page
To address the brand prominence issue, the page was
subsequently rebranded from “More Loving
Moments with JOHNSON’s Baby”  “Johnson’s Baby
Australia”
The rebranded page more than tripled in size,
but still retained high levels of interaction and the same
strong community feel