China’s Short Sighted 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 surprisingly 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 word of mouth horror stories or myths (i.e. contact lenses cause astigmatism or contact lenses will melt in your eyes if worn during a hot pot dinner).

The Brief: Be the first contact lens brand in China to champion eye health.

Objectives:

1. Make ACUVUE the barrier crushing hero for eye health

2. Increase trial & new wearers

3. Drive traffic and sales in online/offline stores

The eye health campaign built up to Eye Care Day (June 6th), where ACUVUE encouraged consumers to give their eyes a little love.

Leading up to the event, ACUVUE released short entertaining videos on social channels featuring a giant eyeball that ran into doors, rear-ended cars, and was overall exhausted because he hadn’t gone for an eye check.

New eye health comics busted myths on owned media channels, while co-created eye health content drove eye health awareness on educational platform GuoKr.

Finally, Eye Care Day arrived. The PR event advocated eye health through free eye tests. Through their CSR program Sight For Kids, ACUVUE also helped kids from low-income families receive proper eye care.

To amplify the event online for a younger audience, a well-known influencer live-streamed themselves going for an eye check. Live-streaming made the exam less intimidating while also educating consumers on the benefits of proactive eye care.