It was 1 in the morning and wifey, then pregnant with our first child, was busy with her iPad reading page after page after page about what to expect on when you’re pregnant. I snooped in and observed the pages she was reading and I noticed something: every ad that I saw was from Johnson and Johnson. Suddenly, my brain juices were triggered.

The website she was browsing through was BabyCenter Philippines. The first thing I asked myself was “Was this just a remarketing ad from Google adwords?” But no, every Johnson and Johnson impression was a banner ad located on different pages. I went to my PC and checked if there were other ads from other companies but all are from J&J.

Now I wondered, who owns BabyCenter.Com? I checked some more and found out it was J&J. The website was branded and designed to publish content about pregnancy, baby, and parenting. Johnson and Johnson is practicing Branded Content Marketing.
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