The company, which chose China for the launch of the new product, has used an interactive game to kick off the referral drive.
Clear Fairness is a skincare product targeted at teens.
It claims dual benefits of clearing spots, while simultaneously whitening the skin. The resulting "translucent whiteness is key to the product and is the basis of the campaign.
The referral drive follows Clear Fairness' television campaign to launch the brand.
According to Jimmy Poon, regional director at Tribal DDB, the referral programme was created to take audience participation to the next level.
"Our research found that in China there are a lot of whitening products in the market and we knew that this would not be the first, so it really needed a unique selling point.
"Johnson & Johnson decided to show that - by combining whitening (benefits) with a pimple-clearing formula - the end result would be pure, clear skin.
One of the points we really wanted to explain was that, even if consumers were aspiring to have white skin, they needed to also take care of spots, said Poon.
Tribal created an online game - for consumers to catch pimples on a face - to demonstrate how they could achieve translucent skin.
The company also used the 'translucent' concept to ask teens to look deeper into themselves, and in doing so provide the company with teen insights through a questionnaire on their likes and dislikes in personal relationships.
Participants were also encouraged to invite friends to participate in the quiz, helping to extend the referral drive in the teen market.
"The length of visit (to the website) averaged 3.42 minutes - that's over seven times the average TVC slot. We were also careful not to be aggressive in pushing the product on the site, said Poon.
"This proves that when you have a product with a solid proposition for people to understand, you can use this channel to convince the audience of its properties. This can work very well along with the TVC."
