Johnson & Johnson

"We also see great value in the annual and transparent feedback that a type of campaign like this generates"

Do you use contact lenses but find them less comfortable later in the day? This was the question we asked in 20152016 when we ran a big test on the disposable lens 1-DAY ACUVUE MOIST. More than 10,000 consumers applied to take part and get the chance to try the lenses in collaboration with Smartson and LensOn. Now you can hear about the lessons identified by Bonnie Tran (Johnson & Johnson) and Ulf Rödholm (Smartson) when it comes to creating recommendations on lenses.

Hi Bonnie, you’ve run two successful lens campaigns in the past year. What benefit and value have you gained from working with Smartson?

- We have had a great deal of help in reaching out to the right target group for our products, and also with linking our test pilots with a lens fitting with one of the retailers we worked with, which is a central link for us as a contact lens supplier. We also see great value in the annual and transparent feedback that a type of campaign like this generates.

How have you used the great results and your feedback from the consumers who took part?

- One of the things we did was using the results of the first campaign to market the second one, which proved to be very successful – the interest and the response rate exceeded our expectations.

How do you feel the partnership with Smartson has worked?

- It has worked extremely well. We have had amazing support from start to finish. I had no doubts about contacting Smartson a mere six months after our first campaign to discuss how we could develop it further. I hope there will be many more to come!

Details:

Campaign page: http://smartson.se/1-day-acuvue-moist.html
Product: 1-DAY ACUVUE® MOIST, 1-DAY ACUVUE® MOIST for ASTIGMATISM och 1-DAY ACUVUE® MOIST MULTIFOCAL
Includes: Lens fit 395 SEK, 2x10 pcs lenses, value of about 170-240 SEK*
Client: LensOn and Johnson & Johnson
Test period: 2015-2016
The task of the test pilots was to test and evaluate the one-day lenses 1-DAY ACUVUE® MOIST, 1-DAY ACUVUE® MOIST for ASTIGMATISM or 1-DAY ACUVUE® MOIST MULTIFOCAL and review the process of booking a lens check with LensOn.