Results and Effectiveness

From a starting point of little interest we created huge buzz: 143m impressions at the event web site with a CTR of 0.05%, high for such a low interest category. Key words appeared in search 200k times and the event YouTube footage was viewed 100k times, meaning that on average the social media buzz by each person who attended our event encouraged a further 20 people to look into Define on-line. PR from the event generated some US$643k of value creating an RoI of 1.44.

Creative Execution

To achieve this we needed Define at the centre of the beauty buzz which drives young Japanese women’s purchase decisions so we acted like a beauty brand and held our own beauty show-case event to spark PR and drive buzz in Tokyo’s Shibuya district, a mecca for beauty and fashion-conscious young Japanese. At the event we used IKKO, a hugely famous Japanese beauty expert / TV personality, to give eye beauty hints featuring Define. We created a social media ‘cloud’ over the event of easy-to-forward links and content making it simple for attendees to spark buzz, starting with beauty opinion-leader bloggers who were pre-seeded with content linked to a teaser film clip on YouTube, in turn linked to a live stream from the event on UStream (Japan’s biggest streaming portal) and bespoke search, all connected back to influencer blogs.

Insights, Strategy and the Idea

Let’s face it, contact lenses aren’t exciting so when JnJ launched ‘Define’ we had a challenge: how to make people excited about something functional. Straight away we went to the product: ‘Define’ appears to give the eye a ‘golden ratio’ which Japanese believe to be beautiful (the ratio being one part of white either side of two parts of coloured pupil). So, the task for communications was to reframe Define’s conversations with people out of the functional world of contact lenses and into the exciting world of beauty, breaking the category norms to focus on emotional, not functional, benefit.