2020 / DIGITAL ACTIVATION
JJV - Acuvue Define
JJV product launch activation paused due to Pandemic. They needed an alternate way to launch their product and yet be sensitive about the climate.
Our insights revealed that our target audience - young Asian women who love music and entertainment - desperately wanted to escape the social isolation of quarantine. And that’s when the idea hit us.
We decided to take this launch virtual through Facebook live. The World’s largest branded KPOP concert with TWICE! We let consumers engage with their favourite KPOP group, in real time from the safety of their homes, all on Facebook Live in an immersive way with a mixture of entertainment, social extensions and Augmented Reality across 7 markets. And as they did that, we increased our online membership as well and allowed for a real time brand experience. Past assets were repurposed to drive traffic across 7 markets in APAC. We rolled out never-before-AR interfaces, still in beta development, during the show.
It doesn’t stop here. We also leveraged the engagement by showing gratitude to our frontline workers as they truly define what it means to be a Hero. So we created a virtual tribute on Facebook and IG to thank them. We executed this part of the campaign by creating an AR mask and lenses for consumers to put on while showing their gratitude to front liners. This was the biggest show of gratitude on a social platform by an eye care brand. We invested 1M SGD for campaign ad spend on Facebook and Instagram for 7 markets. The pre campaign teaser ran for 31/2 weeks leading up to the 45 minutes event on Saturday 20th July, 2020.
6M+ concert views
85M + total impression
163k+ engagement
83k total new members on Define social media page
The campaign turned out to be a biggest win for our agency as well as won several awards for 2020.