Acuvue: The Lens to Her World

Acuvue, a contact lens brand by Johnson & Johnson, launched its new Radiant Sweet contact lenses in Hong Kong by using first-party data and programmatic buying to convince wearers to upgrade their lenses.

Summary

Young female is forming and chasing their individualism in wide spectrum through digital ways, consuming video, connecting and expressing themselves in social network.

Inner Her:

  • likes to enjoy peer life, to look pretty and attractive, expresses herself in ways of outlook, speeches, attitude & behaviour, like being a Yogi, go to TRX, hiking for IG post to gain likes/ build self-esteem, follow trendy selfie topics/ hashtag, see and to be seen
  • enjoy privacy and herself moment (FB is for family, IG is for herself/ peer)
  • has her own thinking even on the same thing

Her life expression:

  • shares and...

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