Kalicińscy.com Agency responsible for digital communication for contact lens manufacturer ACUVUE®.
ACUVUE®, a brand belonging to the Johnson&Johnson portfolio, has entrusted the agency selected in the tender with handling social media channels, running online promotional campaigns, and preparing an influencer communication strategy.
In June, a local Facebook profile was launched. Communication in this channel is directed at two strategically defined target groups, presents both image-building and lifestyle content, and uses appropriately tailored media formats in tactical campaigns.
"Acuvue's communication strategy focuses on specific moments when the consumer reaches for contact lenses. It is precisely these moments that became the first key element for us in building the brand's presence in social media. The second equally important aspect is the question of breaking down barriers to product use." - Aldona Oleńkiewicz, Brand Manager Johnson & Johnson Vision Care
The combination of emotional and rational argumentation led to the creation of a year-round communication platform "The Moment That Changes Everything," which will resonate both on the brand's social profiles and in the channels of influencers invited to collaborate.
"The idea of 'moments that change everything' places the brand's main message in an emotional context in an interesting way. The proposed approach to communication is not only an interesting and fresh opening for Acuvue's digital communication, but also a good starting point for inviting a group of influencers into the brand's world." - Alicja Szydłowska, Strategy Director Kalicińscy.com
Collaboration with influencers began with joint creative workshops. The goal of the meeting was both to present the brand's products and to work through the moments connected with the real use of contact lenses that have an impact on life.
During the workshops, new proprietary workshop tools were used, designed by the strategy department of the Kalicińscy.com agency specifically for the collaboration with the ACUVUE® brand.
"We decided that it was worth ensuring truly partnership-based conditions of collaboration in the trio: client - influencers - agency. That is why we began it with a creative workshop during which many fantastic ideas emerged for how our project could develop." - Bartek Narzelski, Strategy Planner & Service Designer, Kalicińscy.com
Thanks to the trust of the ACUVUE® marketing team, as well as the open attitude of the influencers, it was possible to create new value in the collaboration, and the workshop formula recommended by the agency became a creative springboard for building the brand's online communication.
Universal McCann, the media house responsible for media planning, works with ACUVUE® on a daily basis, and Kalicińscy.com additionally invited the influencer marketing agency Hash.fm to collaborate.
Concepts from the article
Social Media — Social media. Platforms that enable users to create, publish, comment on, and share content as well as build communities. For a brand, they are an organic, advertising, service, and analytical channel.
Why it matters: It combines reach, dialogue, and sales in one place: the brand speaks, listens, and responds where audiences spend their time. It is also a service channel and the first front line of a crisis.
When it is used: Constantly: organic content, paid campaigns, handling inquiries, opinion monitoring, and collaborations with creators.
What happens if it is omitted: Absence from social media hands the narrative to others: the brand is talked about anyway — just without its voice.
