Acuvue: Restart – Johnson & Johnson Vision

Acuvue, a contact lens brand, launched an ad copy and digital banner campaign to reconnect with consumers in Japan, and encourage them to restart with Acuvue contact lenses.

Summary

Challenge: Former contact lens wearers outnumber current Acuvue wearers 2:1 in Japan. How might we motivate them to restart the category?

Methodology:We know that 95% of decisions are made in the nonconscious mind, so with machineVantage we examined inputs to nonconscious – millions of cultural artifacts such as songs, movies and tv shows that shape the way we understand our world. With machine learning algorithms, we analyzed these cultural inputs against the social feed (outputs) among our target audience. This analysis identified emerging metaphors for restart that resonate on a deep, nonconscious level but that are not...

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