Lens manufacturer, Ciba Vision Singapore, ventured into social media in an effort to build affinity with its core audience. The results were overwhelmingly positive, as Facebook proved to be an ideal platform for speaking to potential cosmetic lens purchasers. Background The client came forward with an open brief: to promote FreshLook Cosmetic Lenses in Singapore by taking the brand online. As a leading international provider of cosmetic contact lenses, Ciba Vision Singapore was looking to make a shift from traditional media to the digital platform. Aim Through strategic analysis, focus groups and informal surveys, the appropriate target audience was established while broad and immediate objectives began to form. These were as follows: introducing FreshLook to contact lens users who have never tried coloured lenses; converting existing colored lens users to FreshLook; and achieving brand loyalty and increasing sales in the long term. The focus group feedback validated the proposal. Three key findings emerged. Firstly, the path and motivations towards adopting coloured lenses seem to be fairly similar, regardless of age: 1. For new wearers of colour lenses, there is an opportunity for early influence if the brand can appeal to vanity and provide trials; 2. For converting existing users, the point of entry consideration is a trial offer; 3. Frequency is hard to influence beyond price point; 4. It’s worthwhile investing in new users as the lifetime value to the brand appears to be long-term. Secondly, the key consideration towards brand choice is hygiene: 1. Beyond incentivising traditional sales channels, digital can cover WOM and brand perception: 2. The concept of trials surfaces again and these absolutely have to be used where possible; 3. The product cannot depend on existing brand equity. In fact it needs to try to build some brand differentiation digitally. Finally, the right online channel to focus on is social media: 1. The most common online network frequented by the target segment in Singapore is Facebook. Execution Ciba Vision needed to convince users to try FreshLook’s range of cosmetic contact lenses by inspiring interest and providing a channel for exploration through an online marketing campaign. The idea of a traditional website was thrown out as FreshLook’s target audience (females 17-24) were all active Facebook users, hence tapping onto Facebook’s network would be the more effective solution. Secondly, Ciba Vision realised that FreshLook lenses should be the point of entry for any first time user in order to promote brand loyalty among users. With insights gained from the focus groups, and further refinement of the campaign strategy, ‘The Next Big Thing’, a social media contest to find FreshLook’s next online brand ambassador was born. The panel of celebrity judges picked ten finalists out of over 400 entries to hand out trial lenses to, with their choice of colors. The finalists were then given fanpages to run, from which one winner, Evonne Ng, emerged as FreshLook’s ‘Next Big Thing’. Results The campaign achieved its objective of targeting the right audience for the product, with 84 per cent female audience and 77 per cent within the 18 to 24 age bracket. Among local contact lenses brands, FreshLook’s campaign was the most effective with the largest fan base (see below). A new follow-up campaign featuring the FreshLook brand ambassador will run right after the current campaign to take advantage of the momentum. The online brand engagement and participation has been encouraging, with 4,275 fans gathered for the fanpage since start of competition and a separate 3,353 fans rallied by the finalists. Credits Project FreshLook’s The Next Big Thing Client Ciba Vision Singapore Product FreshLook Cosmetic Contact Lenses Creative agency Yolk Pte Ltd Creative/account director Kelveen Soh Account manager Leonard Low Social media manager Chris Basil Art director Shante Lee Web designer Karlo Estrada Facebook app developer Wely Wong
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Вот и подходит к концу 2011 год... Каким он был для отрасли PR-коммуникаций и что ожидать от года следующего?..
Кто такой Высоцкий объяснять вроде никому не нужно, вместе с тем - время идет, и новое поколение уже лишь "что-то слышало" о нем (а песен и вовсе не слышало)... Поэтому выход фильма о Высоцком, как мне кажется, очень актуален, но не только по этой причине..
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