ACUVUE®: Dare to Change

Helene Wei Huber

Contact lens brand ACUVUE® used a three-phase multimedia campaign to target millennials in China.

Campaign details

Brand: ACUVUE®Brand owner: Johnson & JohnsonLead agency: McCann WorldgroupContributing agencies: MRM//McCann, UM Country: ChinaIndustries: Non-prescription, OTC productsMedia channels: Events & experiential, Mobile & apps, Online video, Point-of-purchase, in-store, Public relations, Social media, Word of mouth, advocacyBudget: 500k - 1 million

Executive summary

China has a shortsighted problem.

In a market where nearly 90% of the population has a vision-correction need, contact lens market penetration is surprisingly low. The issue is that contact lenses are misunderstood, due to a lack of eye health...

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