Insight
Since contact lenses are proven to provide visual and practical advantages in sports, Acuvue saw an opportunity to engage consumers through basketball, the preferred sport in Puerto Rico. To reach consumers through the heavy investment sponsorship clutter, the brand needed an innovative approach.
Instead of sponsoring basketball players, Acuvue sponsored referees. Referees have to endure constant pressure from fans, players and coaches, who hold their vision accountable for games' results, even calling them 'blind'.
Strategy
Acuvue decided to end bad calls, giving free visual tests and contact lenses to the National Basketball League (Baloncesto Superior Nacional-BSN) referees and attesting their accuracy with the Acuvue Certified Seal. The campaign targets were potential consumers with an active lifestyle and visual health professionals. The campaign objectives were to increase market share during the period and create brand awareness.
Execution
Local basketball fans follow BSN games at courts and watching TV transmissions at home. An estimated 1.5 million fans can be found at courts during regular season. Another million people are estimated to watch the transmissions, so almost half of the Puerto Rican population can be reached through the BSN.
To reach them, PHD used the referees with the Acuvue Certified Seal as a proof of their accuracy during live activations at games. For those at home, instant replay integrations were created during the TV transmissions, with the Acuvue Certified Seal. This was negotiated as part of the alliance with the Basketball League, without any additional investment in paid media.
Results
- Market share increased from a 52% to 61% during the campaign
- 400,000 impressions in earned media were obtained during the first week
- 650,000 fans reached during games' activations
- 4.9 million impressions through television transmissions without any media investment
- Earned 2,645,740 impressions in social media
- Brand conversations ignited with 28% increase on social media impressions on the first week alone
- Interaction within the fanpage was 19 times stronger during the programme
- Likes rates increased by 17%
- A sponsorship negotiation that would've cost over $216,000 was achieved with only 10% of that investment.