Dynamic Logic: Johnson’s Baby – A Fan Page Effectiveness Case Study

Posted by IAB Australia On June 05, 2012 Research & Resources

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?

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.


IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.