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A Brightspot Case Study

Pioneering Brand Storytelling With the Creation of a Global Content Lab

A receptionist sits behind a wooden desk in front of a Johnson and Johnson sign. Learn how Johnson & Johnson is a pioneer in brand storytelling.

Making the evolution into a brand storytelling powerhouse by applying a newsroom mentality to traditional corporate communications.

The Challenge: In an effort to show, not just tell, what makes its brand unique, Johnson & Johnson decided to revamp its corporate communications strategy by establishing a brand newsroom. To power its Global Content Lab, Johnson & Johnson needed a solution that was powerful enough to support an increase in content development and distribution, stable enough to serve a market-leading company, and secure enough to manage all of its corporate financial documents.

An graphic shows an open laptop with a screen grab from the jnj.com home page featuring a story about treating sunburn

The first time the Perfect Sense team demoed Brightspot, I asked if they had crawled into an editor’s head to build it. It was that intuitive.
Carrie Sloan, Vice President and Global Content Lab Director, Johnson & Johnson

The Brightspot Solution: Backed by a powerful publishing platform, Johnson & Johnson's communications team can now deliver dynamic experiences faster and easier than ever before. Their transition to the Global Content Lab was aided by Brightspot’s powerful management capabilities, robust security, multisite support, microsite capabilities, and integrated digital asset management. Project highlights include:

  • Improved editorial functionality thanks to customizable workflows and user roles, a rich text editor, live preview, and multichannel publishing capabilities that powered the brand's evolution into a storytelling powerhouse.
  • A brand-new executive blog that allows leaders such as CEO Alex Gorsky to communicate the company’s priorities and values to more than 130,000 company employees.
  • Seamless integrations with existing SaaS tools and third parties for investor relations that increase the platform’s security overall.
Three smart phone screens in a row display various stories from jnj.com to illustrate mobile corporate storytelling

Johnson & Johnson is a shining example of how heritage brands can execute a flawless digital transformation with the help of Brightspot. J&J continues to use Brightspot today, and has plans to deploy additional global corporate websites on the next-gen platform.

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Johnson & Johnson and Amazon Web Services (AWS)

Using AWS and the BEAM operations suite provides many benefits for J&J, including:

  • High availability using AWS storage, CDN and traffic-sensitive scaling capabilities.
  • Low latency delivery using a CDN to serve content, whether it's text or multi-media, closer to the consumer.
  • Rapid infrastructure change using BEAM and the AWS SDK to spin up new environments and expand or modify existing ones on the fly.
  • Safe installation of Brightspot updates with no downtime using a blue/green deployment model.
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