China’s Shortsighted Situation:

Sixty years ago, only 10-20% of the population was short-sighted. Today, the rate has soared to nearly 90% particularly among students in urban areas. (CNN) Despite the rise in short-sightedness, market penetration for contact lenses is surprising low at 7% (JJVC Market Deep Dive). Many consumers are unaware of what they are. While those who do are often afraid of the category due to false claims and inaccurate information.

The Challenge:

Change the way millennials look at contact lenses.

Objectives:

1. Make millennials believe contact lenses can create positive change in them to recruit new wearers

2. Increase interest in the ACUVUE brand by making ACUVUE the barrier-crushing hero for contact lenses & eye health

3. Drive traffic to online/offline stores to drive sales

The Dare to Change campaign utilized an integrated online/offline approach across the consumer journey.

To build awareness, the campaign launched a film showing contact lenses’ power to change. 10 influencers responded to the video on social media by writing down an insecurity they dared to change on a piece of paper—inspiring their followers to do the same.

For young job seekers considering the switch to contact lenses, ACUVUE hosted an offline event with LinkedIn where stylists and photographers provided free makeovers and professional head shots.

ACUVUE then addressed eye health barriers by co-creating eye health content on trusted online educational platforms. Influencers also advocated for eye health by live-streaming themselves going for an eye check.

Finally, ACUVUE hosted a major offline event on Eye Care Day (June 6th) to build eye health awareness by giving away free eye exams, encouraging young consumers to take charge of their eye health.