The proliferation of digital media devices is leading some designers to move toward responsive designs of their properties that morph based on how the content is accessed. Count Johnson & Johnson in on the trend.
J&J is working with R/GA to celebrate the 10-year anniversary of its corporate program “Campaign for Nursing’s Future,” via a branded-content hub. The site discovernursing.com has been designed to adapt to whatever device a person is using, be it mobile, tablet or desktop. This allows for users to engage with a plethora of relevant content wherever they may be. Content ranges from custom scholarship programs and financial aid to recruitment tips and general information about the field. J&J hopes the site will help bright out what a day in the life is really like for different nursing specialties through nurse profiles and real-life stories.
“There is only one Web and responsive design represents a compelling way to deliver content to a growing number of screens accessing the Web,” said John Berman, executive creative director on R/GA’s J&J team. “We are currently witnessing the emergence of mobile as the primary screen, and it’s quickly becoming the first impression a consumer has of a brand. Delivering compelling value within that initial exchange is critical .”
The focus, Berman added, is building a long-term relationship with consumers, instead of just driving transactions, which is thinking in the short term.
“Smarter brands today have recognized that the traditional split between awareness and direct-response marketing is challenged within the digital environment,” he said. “Developing engagement is quickly evolving across the various touch points we develop and curating content to bring to the conversation is certainly one way to try and retain interest.”
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