Cannes Lions
UM/J3, New York / ACUVUE / 2015
Overview
Entries
Credits
Execution
We kicked off the campaign with a nightly integration into Demi Lovato’s nationwide concert tour and put ACUVUE® in front of tens of thousands of fans.
Every piece of content was treated as an opportunity to get ACUVUE® out in the open and have teens share the experience. We created content in middle school auditoriums, created online shows with a studio audience, integrated into sold out concerts and showed up on the Broadway stage.
In the end, we not only met the results from previous years, we exceeded them.
Outcome
With no paid media, we were able to garner groundbreaking results for ACUVUE®.
• Earned a remarkable 7.4MM views of content
• Social reach exceeded 331MM
• An impressive 74% showed strong purchase intent
• 78% were more inspired to pursue their dreams after the campaign
• 91% were likely to ask their parents or doctor for ACUVUE®
• 71% agreed that ACUVUE® makes them feel more confident
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