I attended the Social Ad Summit on October 2010 at The New Yorker Hotel and was amazed how ACUVUE successfully created a Facebook campaign to create awareness about its products between teenagers girls and their parents.
There was a great agency partnership to create the content and experience between Royce Carvalho who is the Associate Product Director - Digital Marketing for Johnson & Johnson and by Michael Lazerow who is the Chairman and CEO of Buddy Media.
They faced a tough challenge: How to advertise contact lenses on Facebook?
The campaign objectives were to crete demand among consumers considering contacts (teenage girls between 12-17) by demystifying the process of getting contacts and eliminating parents and doctors barriers.
They decided to create demand through content by creating a conversation calendar and stressing the benefits of the products and the brand. The content development was based on the fact that contact lens are awesome and empowering (freedom), then they started a dialogue with the target audience and continued the conversation by answering comments. They also created compelling video content showing how to put contacts on, how to clean them, etc...
This is an example of a conversation generated by ACUVUE in their Facebook page:
"When you asked to get contacts for the first time, did your parents get it or did you have to talk them into it? Share your experience on the “Stories” tab."
The demystifying process was made by giving free contact lenses and coupons so the target audience could change their perception that lenses are unsafe and uncomfortable. They created a slogan called: Set Yourself Up With Contact Lenses.
Finally, they had to reach the parents and the doctors who are not the primary audience but the decision makers in the purchase process. So, they creatively produced a 3 minutes video presentation to show girls how to argue with their parents and doctors that they are ready to use contacts. They suggested girls should make a deal with their parents and connected girls with another girls with the same problem so they could exchange ideas and suggestions.
Results: 173 % fan growth in 10 months, 31% increase in fan interaction, and 220% increase in page view until october 2010.
WHAT ABOUT YOU?
What's your favorite Facebook page? What's the best Social Media campaign have you ever seen?
There was a great agency partnership to create the content and experience between Royce Carvalho who is the Associate Product Director - Digital Marketing for Johnson & Johnson and by Michael Lazerow who is the Chairman and CEO of Buddy Media.
They faced a tough challenge: How to advertise contact lenses on Facebook?
The campaign objectives were to crete demand among consumers considering contacts (teenage girls between 12-17) by demystifying the process of getting contacts and eliminating parents and doctors barriers.
They decided to create demand through content by creating a conversation calendar and stressing the benefits of the products and the brand. The content development was based on the fact that contact lens are awesome and empowering (freedom), then they started a dialogue with the target audience and continued the conversation by answering comments. They also created compelling video content showing how to put contacts on, how to clean them, etc...
This is an example of a conversation generated by ACUVUE in their Facebook page:
"When you asked to get contacts for the first time, did your parents get it or did you have to talk them into it? Share your experience on the “Stories” tab."
The demystifying process was made by giving free contact lenses and coupons so the target audience could change their perception that lenses are unsafe and uncomfortable. They created a slogan called: Set Yourself Up With Contact Lenses.
Finally, they had to reach the parents and the doctors who are not the primary audience but the decision makers in the purchase process. So, they creatively produced a 3 minutes video presentation to show girls how to argue with their parents and doctors that they are ready to use contacts. They suggested girls should make a deal with their parents and connected girls with another girls with the same problem so they could exchange ideas and suggestions.
Results: 173 % fan growth in 10 months, 31% increase in fan interaction, and 220% increase in page view until october 2010.
WHAT ABOUT YOU?
What's your favorite Facebook page? What's the best Social Media campaign have you ever seen?
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