ACUVUE® DEFINE APAC

The biggest live K-Pop ACUVUE® x Twice concert for 6 million in APAC

IT WAS TWICE THE KPOP FUN AS 6 MILLION FANS GOT A FRONT ROW SEAT AT THE DEFINE x TWICE KPOP CONCERT AT THE HEART OF COVID.

Work 17

The Brief

With consumers working from home during the pandemic, sales of beauty contact lenses dropped by 56% globally. ACUVUE® Define beauty lenses wanted to stay connected to its fan base and grow its database on social media, so it could continue to build brand love digitally and virtually during these trying times, whilst doing something meaningful.

Work 19

The Solution

Define had just renewed its contact with brand ambassador, KPOP group Twice in APAC. Twice has a huge following in the region, but was unable to connect with them during covid.

We created a live concert on Facebook live platform. Fans could only get tickets for the concert by following Define’s local Instagram or Facebook page.

Presented on a Facebook Live platform where new advanced AR technology was being beta tested, fans enjoyed:

  • Unique Twice promotional experiences only on Define social platforms, further enforcing the benefits of being part of the Define community.
  • “Front Row Seats” with unique views of your favourite Twice star.
  • Opportunity to participate in a live concert from the safety of your living room during a pandemic.
  • Fun filled live engagement with Twice where fans could ask questions and have Twice stars answer in real time.
  • Unique AR experience where fans could put on customised AR masks with 6 million others around the world and thank their frontline workers.
  • Be the first to see the global launch of Oxygen – released during the show.

The Results

  • ACUVUE® Define became synonymous with the world’s largest branded K-POP live show with world premiere of Twice’s song, OXYGEN.
  • Over 6M video view within 24 hours.
  • 83K+ new Define members across 6 markets.
  • 85M+ impressions with 1M media investment. 
  • The largest single platform purpose driven action for frontline workers using AR tech on Facebook Live. 
  • 30% increase in Define lens sales in the market compared to pre-covid figures.