Results and Effectiveness

The unique concept got picked by leading TV news channels, spreading as a viral through social networking sites and on ground Word Of Mouth among youth in their regular hangouts places. • 60,000 + users downloaded the mobile application • 16,800 consumers redeemed the contact lenses vouchers • Conversion of $1.3 Million leading to highest ROI ever generated • Bausch +Lomb Facebook Fan page views increased from 6,000 to 45,750 and still growing • 8.82 Million consumer eyes were actively immersed with this activation Brand engagement through social media meant that we now had brand advocates who would influence the fence sitters.

Creative Execution

Bausch+Lomb leveraged ever growing social networking site Facebook and created a page and asked users to upload their photo in spectacles & they could have your portrait professionally shot to become BAUSCH + LOMB MODEL OF THE WEEK. B+L activated on ground & digital to increase the number of users on the fan page who could upload their photos wearing spectacles. B+ L developed a mobile application to ease the participation process of uploading photographs and distributed it through Bluecasting @ CCD, Barista, & College campuses. The application made users upload their photos wearing spectacles through their mobile phone cameras and with a click of a button & upload it directly to the Bausch + Lomb fan page. Every week one winner would be rewarded with Bausch+Lomb contact lens and a makeover. Winners would upload their makeover photographs on Facebook and become instant celebrities.

Insights, Strategy and the Idea

Bausch + Lomb, wanted to strengthen its presence in the daily disposable contact lens category by converting spectacle users. The challenge was to make them experience the product so that they discard the spectacles and adopt contact lens. Youth always like to put their best face forward and don’t feel too confident about uploading photographs with spectacles. Bausch + Lomb took this insight of “not uploading photographs with spectacles” to design a communication strategy in which the consumers themselves turned into brand ambassadors for the brand. Bausch + Lomb provided them with a public platform to upload photographs “with spectacles” & become “Bausch+Lomb Model of the Week”. Target Audience The Advocates “I am more confident when I wear lenses” “I find lenses a part of my daily life; I am wearing them since class 12th” Fence sitters “I am reluctant to insert a foreign material in my eye” “Spectacles are more economical”