1-Day Acuvue Moist brand contact lenses are one of J&J Vision Care’s biggest brands. Due to increase competition and price pressure the brand lost 16% volume share in Q307. To stem the decline in sales & market share we needed to stimulate trial and concurrently invest in the brand to drive top-of-mind awareness; without going on TV. The business objectives for this campaign were therefore two-fold; to drive trial of 1-Day Acuvue Moist contact lenses and Drive increased brand engagement with our target audience.

We created two key components; an online direct response campaign and a brand engagement component to re-connect the Acuvue brand with our audience.Direct response: Executions had to be disruptive and ‘eye-catching’ to drive CT, and were inspired by the insight that Acuvue stay comfortable throughout the day - not causing “blinking” like other contacts.Branding: We developed a Facebook application called ‘Acuvue Wink’ with more than 20 different winks, allowing users to send photo-realistic winks (including Xmas and Valentine’s). This was Australia's first branded Facebook application, allowing us to position the brand as innovative and on-trend.

The campaign performed extremely well against both our objectives.Direct Response: Average CTR of 0.5% (10 times the industry average) helped us to significantly beat our targets.- Voucher download: Target 10,000; Actual 15,000.- Opt-in database: Target 3,800; Actual 8,284.Brand: At the height of the campaign nearly 10,000 Facebook users were ‘Winking’ daily.

- Application downloads: Target 10,000; Actual 75,023.- Unique wink receivers: Target 100,000; Actual 516,000.- Winks sent: Target 500,000; Actual 1,241,200.The sales increased by a massive 17% in volume and 18% in value. And the brand reached its highest awareness ever.