| Title | FANPAGE ON FACEBOOK |
| Brand | BAUSCH AND LOMB |
| Product / Service | CONTACT LENSES |
| Category | A07. Best Use of Digital Media, Including Social Media, Mobile Phones, PDAs etc. |
| Entrant | DRAFTFCB ULKA Gurgaon , INDIA |
| Entrant Company: | DRAFTFCB ULKA Gurgaon, INDIA |
| Advertising Agency: | DRAFTFCB ULKA Gurgaon, INDIA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Vivek Bahl | DraftFCB+Ulka | Social Media Consultant |
| Akash Sharma | DraftFCB+Ulka | Vice President |
| Shruti Tandon Deb | DraftFCB+Ulka | Client Servicing Director |
| Ragini Sharma Bainik | DraftFCB+Ulka | Group Manager |
11.373 fans have joined till date. It was able to create an interactive community of the right age and income profile to relate to the brand 93% people are in the age group of 13-34 yrs with a male female ratio of 57:43, which is great in India where the internet access male female ratio is 75:25. Through the on-ground activity, over 2500 people experienced the brand by getting free lens trial. This enabled interaction with spectacle wearers and induced them to try Bausch & Lomb contact lenses with the aspiration of becoming Bausch & Lomb Model of the Week.
The Bausch and Lomb Model of the Week initiative was launched on facebook. People who wear spectacles get an opportunity to transform themselves by wearing lenses and get shot professionally. Further interest was added by getting friends and fans to choose who they wanted to see transformed. Three individuals were shortlisted each time and one who got the most comments became Bausch and Lomb Model of the Week and got shot by a professional photographer. The social media tools of news feeds and tagging spread the word of the initiative and the dramatic change very effectively. The participation was taken on-ground as well. People could upload their photos by visiting Bausch and Lomb zones at leading malls in 3 major Indian cities where they also got a free lens trial.
The initiative was to create a unique engagement for spectacle wearers in social media and communicate that to get noticed, drop your spectacles and adopt Bausch and Lomb contact lenses. Spectacle wearers in the 18 – 34 age group. Key focus was on how a spectacle wearer can experience the difference that lenses can bring in them. How an individual looks is paramount in social media like facebook, where the key interactivity is photo sharing. By transforming how an individual looks and taking onus for the change was the unique insight. The key impact of wearing Bausch and Lomb lenses is that it removes a very visible hindrance, spectacles, from an individual’s face. The Bausch and Lomb fan page on facebook showcases that change. Whilst simultaneously becoming aspirational for the target audience since they wanted to undergo the transformation and be talked about amongst friends in social media.