Acuvue

I feel like this presentation showed a simple, yet very effective way for a company to market a product and raise awareness about their brand. A few points in the presentation really stuck out to me.

First, the statistic that people now spend more time online than they do watching TV was quite astounding. However, everything is available online, including television, so I can see why this has happened.

Next, I noticed the marketing plan specifically mentioned cost-effectiveness. While I realize people had to spend time creating this marketing campaign, using social media to advertise greatly reduces the cost of marketing compared to traditional media.

The idea behind the ads was great. The 'wink' idea practically made it like a game while making people aware of the product. As mentioned, this was subtle, almost subliminal advertising. People were having fun while still being reached with the ad.

Another thing I noticed were the outstanding results of the campaign, including the number of winks sent. Sending 'winks' creates a viral feel to the whole campaign. People are practically advertising for Acuvue for free by sending it to their friends. This is very effective, and also completely free.

Finally, I liked the phrase that social media is simply "one of the tools in the shed". Social media allows for cheaper, effective marketing, but it is not the solution to every marketing problem. Also, the presentation mentioned using traditional media to drive someone to social media. I think this is not only a great idea, but companies have been doing a much better job at this even if it is simply putting a link to their Facebook or Twitter in their traditional ads.

Overall, the marketing campaign worked out better than expected for Acuvue. This is just one example of how an effective marketing campaign that reaches the target audience can vastly improve a company's sales and reputation.

Michael Capko