This is an interesting campaign coming out of the states for Johnson & Johnson. Purely due to the fact that by using an owned media asset (an iPhone App), Johnson & Johnson have been able to brand the UGC that they are generating from a CSR initiative they are undertaking.
The long and short of it is that by using the app, you either take a a photo or use an existing one, then posting donate that photo to a cause. The image and cause is shared across your Facebook feed along with the detail that Johnson & Johnson have donated a dollar to said charity, based on your contribution.
Not original but a nice way of generating brand equity around the activity and generating branded UGC rather than just user generated content that perhaps wouldn’t have the same commercial impact.
There has been 10, 000 entries so far. Which kind of demonstrates to us that people are sometimes not as altruistic as we would hope. Perhaps giving both a social and personal incentive would boost numbers.