Situation & Opportunity
ACUVUE was already a success in the digital social media space with the Facebook wink application. Extending that success to the iPhone – which was warmly welcomed in Australia – was a perfect fit with the target market of 19 to 24 year olds. More than half of iPhone users are under 30.
The eyeSuite is a social networking tool for use when out seeing friends at work, school, clubs – where ACUVUE Moist’s target market meet. There were 6 apps to choose from – 4 ’fun’ and 2 ’useful’. The 2 useful apps were to find a local optometrist and download a free trial.
The eyeSuite was downloaded over 2,700 times from the middle of June to the end of September. Between the app and other online initiatives, 11,715 vouchers were downloaded – nearly 300% more than the desired objective of 4,000.