150% growth in Johnson & Johnson Veteran Network engagement
1,192 media placements generating 888M+ audience reach
85M+ impressions delivered across PR, television, digital and social media
Johnson & Johnson Employee Engagement & Recruitment Case Study:
Building the Triumph Games Platform to Drive Recruitment, Retention and National Awareness
Client Goals
Johnson & Johnson sought to expand and energize its internal Veterans Leadership Council while also improving recruitment and retention of veteran talent across the company. The organization wanted to shift perceptions from veterans needing support to veterans representing a powerful leadership asset within the workforce. The company needed a high-profile initiative that would engage employees, inspire executives, attract veteran talent and demonstrate Johnson & Johnson’s long-term commitment to the veteran community.
The Work
EMME partnered with Our Vet Success, a leading veteran non-profit, to create the Triumph Games, a national competition and storytelling platform designed to showcase the leadership, resilience and determination of military veterans through athletic challenges and personal narratives. Together, they built the program from the ground up — recruiting elite veteran athletes, securing Johnson & Johnson as a founding corporate sponsor, securing an exclusive media distribution partnership with CBS and developing a multi-platform media strategy to amplify the stories of participating veterans.
The program combined live competitions, leadership experiences, employee engagement activations and national media storytelling. These moments were captured and distributed through an integrated campaign including broadcast television, public relations, digital content and social media designed to inspire audiences and position Johnson & Johnson as a champion of veteran leadership.
The Tactics
- Creation and launch of the national Triumph Games veteran competition
- Engagement of various celebrities including Al Roker and Willie Geist
- Partnership development with nonprofit Our Vet Success
- Founding corporate sponsorship activation for Johnson & Johnson
- Recruitment and training of elite veteran athletes
- National public relations campaign and media outreach
- Production of a one‑hour television special on CBS Sports Network
- Integrated digital storytelling and social media campaign
- Employee engagement experiences connecting veterans with J&J employees including a launch event at Goldman Sachs, and a live streamed event from J&J Headquarters
The Results
The Triumph Games initiative positioned Johnson & Johnson as a leader in supporting veteran leadership while creating powerful opportunities for employee engagement and talent recruitment across the company.
Note: Certain campaign strategies and proprietary methodologies have been generalized to protect client confidentiality and EMME Solutions’ proprietary approach.