To define the tone of voice and look and feel of ACUVUE® Brand Contact Lenses on social media, the creative team put together a comprehensive social playbook. The new direction focuses on pairing bright, custom content with head turning subjects, immersive first person visuals, and clever copy—ACUVUE®'s way of drawing viewers in on an already crowded social media feed.

The new direction proved itself to be successful, boosting organic engagement and follows.