CASE STUDY: FreshLook Cosmetic Lenses uses Facebook to find 'The Next Big Thing'

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

Results

Credits