Integrating Social Media Into Your Marketing Plan The Acuvue ® Wink on Facebook ® Mandeep Grover Marketing Manager Australia & New Zealand Johnson & Johnson Vision Care Erik Ingvoldstad Executive Creative Director McCann Worldgroup Sydney

The importance of being social www.somegreybloke.com by Mike Booth

“ Prior to the internet, the last technology that had any real effect on the way people sat down and talked together was the table” Prof. Clay Shirky http://www.shirky.com

Understanding our ever-changing landscape

Consumers force us to evolve and open our brands and branding: Brand story telling Brand engagement Talk To Consumer Talk With Consumer Trad. media The more REACH you buy the more your campaign can create ENGAGEMENT New media: The more ENGAGEMENT your platform creates the more REACH you win

You can‘t buy reach, you can‘t buy market share, you can‘t buy advocacy, can‘t buy me (or your brand) love .

This is where we started Let’s go back to the good old days Before Twitter started to take over your life When social networking was for teenagers and Emo bands Before Facebook reduced office productivity by 50%, causing a global recession Let’s go back to 2007

Let’s go back to the good old days

Before Twitter started to take over your life

When social networking was for teenagers and Emo bands

Before Facebook reduced office productivity by 50%, causing a global recession

Let’s go back to 2007

About Facebook Founded: February 4, 2004 Over 140 million active users (users who have returned to the site in the last 30 days) More than 70% of Facebook users are outside the United States The fastest growing demographic is those 25 years old and older 2.6 billion minutes are spent on Facebook each day (worldwide) More than 700 million photos uploaded to the site each month More than 52,000 applications currently available on Facebook Platform

Founded: February 4, 2004

Over 140 million active users (users who have returned to the site in the last 30 days)

More than 70% of Facebook users are outside the United States

The fastest growing demographic is those 25 years old and older

2.6 billion minutes are spent on Facebook each day (worldwide)

More than 700 million photos uploaded to the site each month

More than 52,000 applications currently available on Facebook Platform

The Australian contact lens market US$70mn market Most popular contact lens types: Single-Use or Dailies (replaced everyday) Biweeklies (replaced ever 2 weeks) Monthly (replaced every month) CL penetration (# of CL wearers/# of people needing vision correction) 15-39 years old: 23% Overall: 10% Highly professional market: Optometrist is the gatekeeper equivalent to a GP

US$70mn market

Most popular contact lens types:

Single-Use or Dailies (replaced everyday)

Biweeklies (replaced ever 2 weeks)

Monthly (replaced every month)

CL penetration (# of CL wearers/# of people needing vision correction)

15-39 years old: 23%

Overall: 10%

Highly professional market: Optometrist is the gatekeeper equivalent to a GP

This was our Business Issue 1•DAY ACUVUE MOIST® brand contact lenses lost substantial volume market share in Q3 2007 due to: The number of active competitive brands in the dailies category doubling from 2 to 4 Aggressive competitor pricing leading to 1•DAY ACUVUE MOIST® having up to a 50% price premium over competition We knew we had a great product & we just needed to get trial to go beyond price!

1•DAY ACUVUE MOIST® brand contact lenses lost substantial volume market share in Q3 2007 due to:

The number of active competitive brands in the dailies category doubling from 2 to 4

Aggressive competitor pricing leading to 1•DAY ACUVUE MOIST® having up to a 50% price premium over competition

Media landscape & implications Infeasibility of using TV TV advertising is expensive in Australia*: 70% more expensive than Canada 43% more expensive than HK *OMD estimates. 2007

Infeasibility of using TV

TV advertising is expensive in Australia*:

70% more expensive than Canada

43% more expensive than HK

Importance of online Number of households with broadband has increased from 25% to 43% in 3 years For the first time, average time spent online (13.7 hours /week) has exceeded average TV viewing time (13.3 hours/week)** **The Nielsen Company. 18 th March 2008

Number of households with broadband has increased from 25% to 43% in 3 years

For the first time, average time spent online (13.7 hours /week) has exceeded average TV viewing time (13.3 hours/week)**

Rise of social networking*** 55% of Australians used social networking in 2007 30% of Australians between 18-29 are on Facebook Average time spent per user is 3 times as compared to e-mail ***Mike Murphy. The Power of Social Media for Brands. Adtech 2008

55% of Australians used social networking in 2007

30% of Australians between 18-29 are on Facebook

Average time spent per user is 3 times as compared to e-mail

Campaign Overview Product: 1-Day ACUVUE ® Moist Target Audience: Current Contact Lens Wearers Campaign Period: September – December 2007 Objectives: Short term Reach and engage our target audience (M/F 18-29) through relevant and cost-effective communication media Drive trial among competitive CL wearers and switch them to 1•DAY ACUVUE MOIST ® Long term Build a database of 1•DAY ACUVUE MOIST ® users to foster a dialogue & encourage loyalty Establish Acuvue ® as an iconic brand

Product: 1-Day ACUVUE ® Moist

Target Audience: Current Contact Lens Wearers

Campaign Period: September – December 2007

Objectives:

Short term

Reach and engage our target audience (M/F 18-29) through relevant and cost-effective communication media

Drive trial among competitive CL wearers and switch them to 1•DAY ACUVUE MOIST ®

Long term

Build a database of 1•DAY ACUVUE MOIST ® users to foster a dialogue & encourage loyalty

Establish Acuvue ® as an iconic brand

The ACUVUE Wink & Blink Campaign Starting with the insight My contact lenses get dry at the end of the day and irritate my eyes. I have to stop what I am doing to use rewetting drops or take them out. Bringing the insight to life Disruptive, eye-catching creative to show user discomfort Time & behavioral targeting placements to increase message relevance Taking the insight places Relevant, high-traffic fitness, dating, sports sites to direct traffic to integrated microsite for trial Develop a first in class model using social networking Sample Placement : Fitness First Leader-board 1-Day Acuvue Moist microsite

Starting with the insight

My contact lenses get dry at the end of the day and irritate my eyes. I have to stop what I am doing to use rewetting drops or take them out.

Bringing the insight to life

Disruptive, eye-catching creative to show user discomfort

Time & behavioral targeting placements to increase message relevance

Taking the insight places

Relevant, high-traffic fitness, dating, sports sites to direct traffic to integrated microsite for trial

Develop a first in class model using social networking

The Facebook Wink Objectives To create a communication channel using the eyes in an intimate social environment Allow users to subtly interact with the brand & trial 1-Day Acuvue Moist Execution 21 winks reflecting different emotions Subtle branding Customizable (Christmas, Valentine day) Viral capability Integrated into Facebook functionality Photo-realistic winks Customizable Subtle branding

Objectives

To create a communication channel using the eyes in an intimate social environment

Allow users to subtly interact with the brand & trial 1-Day Acuvue Moist

Execution

21 winks reflecting different emotions

Subtle branding

Customizable (Christmas, Valentine day)

Viral capability

Integrated into Facebook functionality

The Facebook Wink-The Consumer journey 2. Add wink to profile 3. Select wink type 4. Send wink 1. Click on the banner 5. Try Moist in AUS or US US Trial 6.AUS Trial 4. Spread the word 6.Purchase & get $20 voucher

Campaign Metrics Granular results leading to measurable business impact

The Facebook Wink-in the news “ With so many marketers, not to mention politicians, desperately trying to get on board the social networking phenomenon it’s good to see a brand finally getting it right…” B&T magazine. Sep 07 Australia’s largest circulating marketing magazine B&T named the campaign one of their top 10 picks of 2007! Only digital campaign to make the list. Winner of Bronze Awards at International ECHO Awards & ADMA awards Finalist at the Cannes Lions 2008 & AMI awards

Winner of Bronze Awards at International ECHO Awards & ADMA awards

Finalist at the Cannes Lions 2008 & AMI awards

Here’s what we learnt (YMMV) These are some of the lessons we learnt from our experience. Any application of social media will be different, but we believe these 10 key is important to consider when building a social media campaign

These are some of the lessons we learnt from our experience. Any application of social media will be different, but we believe these 10 key is important to consider when building a social media campaign

Don’t believe the hype! Social media is not the saviour of marketing It’s one of the tools in the shed Apply lightly Don’t create something to impress other marketers Target group, target group and target group

Don’t believe the hype!

Social media is not the saviour of marketing

It’s one of the tools in the shed

Apply lightly

Don’t create something to impress other marketers

Target group, target group and target group

2. Use subtle branding You must let your guard down The target is savvy If they like what you’re doing, they will be positive to you Use colours and fonts to create an overall brand look and feel – or not Don’t try to fool people – be open

You must let your guard down

The target is savvy

If they like what you’re doing, they will be positive to you

Use colours and fonts to create an overall brand look and feel – or not

Don’t try to fool people – be open

3. Social media is not free! You may not be paying for the media itself Use professionals If you get it wrong, your paying with credibility

You may not be paying for the media itself

Use professionals

If you get it wrong, your paying with credibility

4. Don’t be myopic Content must be globally valid Learn from other’s mistakes Don’t see social media as an isolated measure Integrate with your other marketing activities Identify HOW your audience consumes media (not just WHICH media) Follow their path – and make that your path to purchase (or trial)

Content must be globally valid

Learn from other’s mistakes

Don’t see social media as an isolated measure

Integrate with your other marketing activities

Identify HOW your audience consumes media (not just WHICH media)

Follow their path – and make that your path to purchase (or trial)

5. Be quick Time to market is essential Be on board when the train leaves the station New ideas are only new for a split second This is the area where we really capitalised Many say “I could have done that”, which is fine – but we did it.

Time to market is essential

Be on board when the train leaves the station

New ideas are only new for a split second

This is the area where we really capitalised

Many say “I could have done that”, which is fine – but we did it.

6. It’s not a “Field of dreams” Don’t think you can “build it and they will come” Use social media igniters We used “Rock you” to push our app Use Tweeple and bloggers – but be honest with them Use traditional media (including “traditional” digital media) to drive to your social media application

Don’t think you can “build it and they will come”

Use social media igniters

We used “Rock you” to push our app

Use Tweeple and bloggers – but be honest with them

Use traditional media (including “traditional” digital media) to drive to your social media application

7. Constantly reinvent Keep your content fresh Rethink how you’re communicating Find new reasons and ways to engage the audience Build on what you have

Keep your content fresh

Rethink how you’re communicating

Find new reasons and ways to engage the audience

Build on what you have

8. Keep path to trial simple For us this was especially important Success is measured by results (sales or trials) Don’t overcomplicate – for every step you add, you’ll lose people

For us this was especially important

Success is measured by results (sales or trials)

Don’t overcomplicate – for every step you add, you’ll lose people

9. Don’t look for the “next big thing” OK, we did But, be true to your target audience Understand them and understand how they use social media Who knows, your use of good old Facebook could very well be “the next big thing”

OK, we did

But, be true to your target audience

Understand them and understand how they use social media

Who knows, your use of good old Facebook could very well be “the next big thing”

10. Be brave and have faith Social media is not for the faint hearted You can’t predict the results accurately Be prepared to be challenged by superiors, agencies, bloggers etc. Don’t panic if someone doesn’t like it – they’re probably not your target audience anyway It’s better to have people love you or hate you than not care at all – that’s what engagement is all about

Social media is not for the faint hearted

You can’t predict the results accurately

Be prepared to be challenged by superiors, agencies, bloggers etc.

Don’t panic if someone doesn’t like it – they’re probably not your target audience anyway

It’s better to have people love you or hate you than not care at all – that’s what engagement is all about