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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

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

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“ 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

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Understanding our ever-changing landscape

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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

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

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

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

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

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

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

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

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

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

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The ACUVUE Wink & Blink Campaign <ul><li>Starting with the insight </li></ul><ul><li>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. </li></ul><ul><li>Bringing the insight to life </li></ul><ul><li>Disruptive, eye-catching creative to show user discomfort </li></ul><ul><li>Time & behavioral targeting placements to increase message relevance </li></ul><ul><li>Taking the insight places </li></ul><ul><li>Relevant, high-traffic fitness, dating, sports sites to direct traffic to integrated microsite for trial </li></ul><ul><li>Develop a first in class model using social networking </li></ul>Sample Placement : Fitness First Leader-board 1-Day Acuvue Moist microsite

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

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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

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Campaign Metrics Granular results leading to measurable business impact

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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. <ul><li>Winner of Bronze Awards at International ECHO Awards & ADMA awards </li></ul><ul><li>Finalist at the Cannes Lions 2008 & AMI awards </li></ul>

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Here’s what we learnt (YMMV) <ul><li>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 </li></ul>

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

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

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

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

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

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

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

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

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

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