Half The Resources; More Than Twice The Results
On the cusp of launching its Acuvue Define cosmetic lenses in seven Asia Pacific markets, Johnson & Johnson Vision was SPONTANEOUSLY FACED WITH THE TOTAL DISRUPTION of the global pandemic – BUT, WIth WEBER SHANDWICK, K-POP’S TWICE, AND A WHOLE WORLD OF CREATIVE THINKING, THE BRAND’S LAUNCH EXCEEDED ALL EXPECTATIONS.
In the wake of the COVID-19 outbreak, all plans to shoot and create new visual assets were halted due to travel restrictions and lockdowns. Furthermore, the pandemic had raised fears over touching the eyes and using contact lenses. Originally a campaign encompassing a 360 degree strategy and seven Asia Pacific markets, Johnson & Johnson Vision’s ambitions to launch its new DEFINE line of cosmetic contact lenses had been completely curtailed. Without the planned assets and resources, and with each market navigating lockdown, isolation, and quarantine, how could the campaign possibly go ahead?
Embracing the different dimensions of the new pandemic reality, Johnson & Johnson Vision and Weber Shandwick leveraged targeted research, the brand’s existing relationships with K-popstars TWICE, and groundbreaking new AR technology from Facebook to deliver the world’s biggest branded online K-pop concert: DEFINE X TWICE – a unique experience of connection and purpose designed to engage and uplift the Asia Pacific region’s quarantined and isolated populations.
Seeing More, Saying More
Fans across seven markets tuned in to watch the concert. Still in beta testing at that time, Facebook allowed Weber Shandwick to use their first-of-its-kind augmented reality (AR) technology; allowing concert attendees to try on different DEFINE “lenses” in real time to experience the concert from different views and angles. Attendees got to speak to and interact with their favourite TWICE members, with questions answered in real time. The K-pop group ran quizzes, gave out memorabilia, and shared DEFINE X TWICE branded merchandise with their fans. The highlight of the event was #DEFINEThanksU – with fans using virtual AR facemasks to pay tribute to frontline workers around the world. Throughout the concert, attendees posted personal messages of thanks to frontline workers. In the early months of the global pandemic, DEFINE X TWICE became the largest branded show of gratitude to frontline workers on Facebook and Instagram at a single time.
Beyond All Expectations
Envisaged pre-pandemic as a launch campaign with ambitions of reaching one million consumers, DEFINE X TWICE shattered all expectations. With over five million attendees, six million concert video views, and 85 million social media impressions worldwide, Johnson & Johnson Vision and Weber Shandwick's campaign transformed challenging circumstances into world-conquering results. Just as importantly, it served a crucial purpose in connecting and uplifting people in countries around the world when historic events had left individuals feeling more isolated and afraid than ever.