Acuvue eyeSuite
Johnson & Johnson
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.
Approach
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.
Results
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.
