ACUVUE #ChangeItUp

ACUVUE #ChangeItUp Campaign

The Challenge

ACUVUE Brand Contact Lenses, a Johnson & Johnson brand, strives to motivate teens to ask their eye care doctor for ACUVUE.  ACUVUE needed a fresh, actionable campaign that inspires teens and young adults to 1.) try new things and 2.) ask their eye care doctor for ACUVUE.

The Insight

For young people in their teens and early 20’s, it’s a time of self-discovery and trying new things. Their lives are filled with changes, big and small. One change that can make a positive difference in their lives getting contact lenses. But sometimes they can be “blinded by hesitation” or feel too intimidated to try. 

The Solution

ACUVUE set out to own the idea of positive change. All year, we told that story on social media, using the hashtag #ChangeItUp. With fun content and helpful advice, we celebrated and encouraged making positive changes with fashion, friends, music, new experiences, and, of course, contact lenses. 

My Role

Copywriter, social strategy, CRM, VO script writer, creative concepting

Agency: R/GA

On Social

Back To School Campaign

For the year’s biggest change moment —back to school— ACUVUE brought #ChangeItUp to life in a big way.

Together with LiveNation and social media superstar Mahogany Lox, we took our message straight to the people at the 2016 Music Midtown festival in Atlanta.

We worked the crowd, met a ton of people, and heard stories of positive changes they’ve made, and plan to make. We even measured it all on our highly scientific Change Meter. We shared the best moments on social. 

Results

+105% earned social impressions YoY
+50% more Free Trial Completions YoY
+47% new wearer growth rate vs. 2Q 2016 growth rate

Case Study