This marks the first time that Johnson & Johnson Vision Care has worked on a multi-market digital content platform, and the first time that YouTube has worked with an FMCG firm across a multi-market platform in Asia-Pacific.
Central to the campaign is popular K-Pop reality show MBC Star Audition, currently airing on MBC in South Korea and YouTube for international audiences. Fuse pointed out that the strategy connects Acuvue to their target audience through YouTube in South Korea, Taiwan, Hong Kong and Singapore incorporating sponsorship, celebrity integration and branded entertainment.
In addition, the agency conceptualised 'Acuvue Stars', customised content where Acuvue invited 8,000 K-pop hopefuls that originally auditioned for the show via YouTube, to re-audition with a chance for a transformational makeover and receive 'rockstar treatment'.
Ben Flint, head of Asia-Pacific at Fuse, said, "Consumer engagement models are changing rapidly. Content that resonates with targeted consumer groups is in demand. The Acuvue activation is an example of how brands can create powerful stories around its values, in this case transformation and discovering hidden potential, while delighting consumers with unique experiences."
"YouTube strives to connect brands, content partners and our users in innovative and compelling ways. Our MBC Star Audition & Acuvue sponsorship is the first intra-regional cross-market programme we've run in Asia, and it is a perfect example of this," explained Shailesh Rao, managing director of media and platforms business at Google.