Acuvue initiated the first successful social media campaign known as "Wink" in 2007. Acuvue was facing immense pressure following two more global competitors in contact lenses. Pricing listed Acuvue lenses about 50 percent higher than competiting brands, giving their brand a disadvantage. Cornered; Acuvue organizes a social media marketing strategy on facebook to market their "1 Day Acuvue Moist" product.
Some of the statistics that jumped out at me includes the amount of time spent online (13.7) surpassed the amount of hours spent viewing television (13.4). The craziest statistic has to be the estimated office productivity has decreased 50 perecent causing a global recession due to facebook. This just shows how widespread and important facebook has become to users.
Acuvue was the first organization to successfully implement a marketing strategy through social media and based on the results did more than everything right. Acuvue established a short term and long term goal through their target market of men and women between the ages of 18 and 29. Facebook's largest growing demographic includes people ages 25 and older, thus reaching their target market by implementing their market strategy on facebook. The marketing strategy was successful because they reached their target market with incentives to try the product and by the consumer advertising through "word of mouth" towards their facebook friends.
Honestly Acuvue did an excellent job with their marketing strategy and exhibited very few flaws. However, they may want to make the program more hands on if at all possible. For example showing a photo of the possible vision of a competing lense after x amount of hours compared to Acuvue's. Acuvue previously stated they stand by their product and feel its superior warranting the 50 percent premium over competitors.
The marketing strategy was well organized and prepared so it was no surprise that their strategy was successful.
Sean Conklin
Sean,
ReplyDeleteI see that you read the comments on everyone else's postings before writing yours. Well done.
You were the only one who wrote this as a standalone piece. If I had never read the case study, I would be able to understand your posting and find meaning from it.
Because you did a great job, I am going to stretch you further with some feedback.
1. Short paragraphs! For readability. This is easy to do. Don't be afraid to extend the length. It will look funny, but trust me, easier to read.
2. Personal perspective. This is a great analysis of the case, but there is none of your personal voice in here. Offering great commentary requires color, personal experiences, reflections, etc.
Well done.
Perri
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