Acuvue Case Study

CHALLENGE

Acuvue wanted to reinforce their position as market leader, grow their market share in the contact lens category and engage new consumers.

Solutions

Integrate innovative marketing channels to drive sales using multi-touch direct response programs

• Redesign Consumer, Pre-Professional, and Professional websites using Persona-based strategy

• Personalize the user experience and support direct sales channel (Eye Care Professionals) with ZIPCode-based physician recommendations

• Simplify product line for users. Consolidate all product sites, cross-promote all brands

• Provide relevant content based on audience need

• Initiate Multi-touch CRM acquisition and retention program

• Direct campaign segments consumers and uses personalized messages relevant to their specific needs based on where they are in the marketing cycle

• Acquisition: Web media, Instant Messaging and promotional mini-site engages new users

• TV with call to action: Drive to IM (Worked with Universal/McCann to execute)

Results

• The direct response CRM campaign clearly focused on Acuvue's most profitable consumers, increasing market share with a significant number of the consumer visits leading to sales of Acuvue Contact Lenses