As Brand Manager for Johnson & Johnson Vision Care, Ben Murphy is responsible for promoting the AcuVue contact lens range in Australia. Traditionally AcuVue has predominantly used above the line media, but has gradually been moving towards more digital content. 

Listen before talking

Before rushing into establishing a social media personality to fit the brand, AcuVue spent time researching what other brands were doing and listening to what customers were saying online. “We’ve got a large share of voice with a well known brand, but when I came on board we hadn’t done a lot of social media before. We wanted to learn how to speak to our consumers in a way that was relevant, while maintaining the brand heritage,” says Murphy.

AcuVue’s target audience is 18-24 year old males and females, who the company wanted to engage with more directly than could be achieved through traditional mass media pushes. Learning how best to do this involved workshops with agencies and social listening. This research led to the launch of the AcuVue’s Facebook page, which is becoming the hub of the company’s online presence.

Making friends with Facebook

Launched in late 2009, AcuVue’s Facebook page offers a mix of commentary, promotions and healthcare advice. “We want the Facebook page to provide a reason for people to visit and talk about us in the social space. We didn’t just want to talk about what Lady Gaga did the other day,” explains Murphy.

Typical questions include queries about samples and where customers can purchase AcuVue products in their area. Users also post questions about ocular health, which Murphy (who manages the page) refers to eye care professionals. “We see the page as a social conduit. For example, around summer, we see a spike in activity as our customers want to go to the beach, to concerts and places where glasses can be inhibitive. We aim to provide ways for our customers to interact with their friends.” Free vouchers to visit eye care professionals, and tips about contact lens use and maintenance are communicated through the Facebook page.

International ideas

AcuVue recently ran a dial-in with the with their US team, which allowed them to gain more insights into possibilities for interacting with customers via Facebook and other social media channels.

“The US Facebook page is a lot more focussed towards teens, which isn’t our target market, but it gave us a lot of insight into what had a hadn’t worked for them. It’s given us a lot to think about moving forward,” says Murphy.

Moving forward

While AcuVue has focussed on TV and print in the past, the company is looking at engaging across several social media channels to engage with their customers.

Working with media agencies OMD and McCann, AcuVue is planning to launch several campaigns and establish a Twitter page and YouTube channel that will tie in to more user-generated content. AcuVue’s media spend, while not yet finalised, will be heavily weighted towards digital, “It will be high, if not 100%,” Murphy predicts.

Respond

Using the metrics available in the social media environment AcuVue’s social media approach can be updated as they get to know their customers more intimately.

“Using tools like Facebook insights, we can see where the hits are coming from, what’s being talked about and what does and doesn’t work. We learn very quickly what’s interesting to our customers and tailor our content to match. With digital you have to move quickly and adapt,” says Murphy. 

Visit AcuVue's Facebook page at www.facebook.com/Acuvue.