Contact lenses are tricky because they’re not displayed in a showroom the way eyeglasses are. And what’s more, eye doctors don’t usually bring up the subject of contacts unless prompted, and shoppers feel the doctor would bring them up if they were right for them. So we need to talk to the shopper online and off to prompt them to ask for ACUVUE.
Elements: Email, article, interactive web banners, social media, mobile
Involvement: Creative concept, copywriting