There is no brand love for contact lenses among consumers. Patients simply go with whatever their eye care professional (ECP) recommends. What’s missing is a meaningful connection to any particular contact lens brand.

We want would-be wearers to go from liking contacts for vision correction, to loving ACUVUE®.

Why? Because it’s a choice that should be taken a little more seriously, especially since it typically leads to a long-term relationship.

Digital is a key media but it needs to be executed differently. Adopted a story-telling approach where influencers that were aspirational to them were deployed.

Irfan Fandi was cast to represent sports performance while Sandra Riley Tang from The Sam Willows was used for career success. Their stories were captured in a 2-minute video which was seeded through native advertising.

These stories seek to inspire youths to recognise each of their own talents and skill sets, motivating them to unlock their achievements. #AchievementUnlock

Additionally, we incentive audiences with $30 e-voucher to offset their purchase of ACUVUE lenses to strengthen the call-to-action while we followed their journey with re-targeting strategies with digital ads after they have shown interest in our stories/content.

With social media, we encouraged talkability and engagement through influencer’s interview videos and Q&A posts.