CASE STUDIES

JOHNSON & JOHNSON :
ACUVUE2® WAL-MART NATIONAL RETAIL STORE TOUR

CHALLENGE

Johnson & Johnson sought to support a successful retail channel partnership in support of the ACUVUE2 color contact lense product line through a campaign supporting both the channel partner and well defined ACUVUE2 product sales objectives. Teaming with Wal-Mart, Johnson & Johnson sought to introduce consumers to potential eye care service and color contact lense product options through an educational tour targeting over 175 cities. In order to foster a long term relationship with each individual consumer, UCG was charged with engaging qualified customers and introducing Johnson & Johnson’s ACUVUE2’s color contact lense product line and Wal-Mart’s in-store Vision Centers in a manner resulting in demonstrable brand engagement actions and Vision Center appointments.

SOLUTION

• Create a national mobile tour covering 180 cities in 50 weeks in order to optimize national coverage and increase Wal-Mart Vision Center traffic
• Design and produce a fully integrated one-stop mobile eye care center capable of rapid deployment at any Wal-Mart location
• Staff our mobile eye care center with licensed medical staff in order to increase consumer confidence and associate the ACUVUE product line with quality care
• Create an integrated web application allowing participants to take photos while wearing the color contact lense products and save to an easily accessible branded web site for future viewing and sharing

RESULTS

• Engaged approximately 350 consumers at each location , logged over 70,000 consumer interactions in total
• Generated over 10,000 web site visits
• Scheduled over 25% of our qualified participants for Wal-Mart Vision Center appointments of which over half purchased qualified eye care products
• Tracked consumer demographics, online activity and sample usage patterns in order to identify a completely new target market leading to increased ACUVUE revenues