ACUVUE: Optical retailers’ digital business transformation

During the Covid-19 pandemic in Russia, Acuvue, a company that produces contact lenses, had to set up an e-commerce platform to ensure that Russian consumers continued to access eye products.

Campaign details

Brand: ACUVUEBrand owner: Johnson & JohnsonEntrant company: Wavemaker, MoscowIdea creation: Wavemaker, Moscow / SC Johnson, MoscowMarket: Russian FederationSector: Non-prescription, OTC productsMedia channels: Online display, Online video, Search marketing, Social media, Websites & micrositesBudget: Up to 500k

Executive summary

In Russia, COVID-19 epidemic and lockdown had significant effect on business of regional Optical retailers, since many of them did not develop e-commerce channel and were not prepared for fast transformation to set-up e-commerce.

ACUVUE found itself in a situation, where, on one hand, it...

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