JJV BUBBLE POP LABORATORY CHINA

Launch a teenage lens brand in the metaverse in fiercely competitive China market

THE CONTACT LENS THAT LETS YOU EXPERIENCE THE METAVERSE

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The Brief

ACUVUE┬« wanted to launch Bubble Pop Laboratory (BPL), its coloured contact lens range for teenagers in China. In a highly saturated market with an endless supply of innovative coloured contact lenses from local brands, how could ACUVUE┬« lure the fickle Gen Z audience to make BPL their preferred choice?

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The SOLUTION

We launched a metaverse where teenagers could live out their dreams through our lenses: Bubble Pop Universe.

We created avatars for BPL’s two variants – Pastel Bubble and Neon Bubble – each with their unique styles. As influencers in the Bubble Pop metaverse, they set unique trends with their style, hobbies and special deals. Consumers visited new worlds via lens purchase and social sharing. The packaging was also revamped to reflect the new aesthetic.

To make Chinese teenage girls sit up and pay attention, we launched the Bubble Pop Universe with a TikTok challenge, with custom dance moves choreographed by top star Franklin, while no. 1 music producer Lutra created the track.

A CRM program built around the Bubble Pop Universe had AR and VR features that gave customers access to new worlds, along with exclusive offers and experiences.

As teenagers hang out and purchase in groups, we created AR experiences that could only be unlocked in groups in the Bubble Pop Universe.

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The Results

  • Turned Bubble Pop from a cosmetic lens into a lifestyle trend
  • A launchpad for a highly lucrative CRM program
  • ACUVUE’s biggest winner amongst teenage lens wearers in a highly competitive market
  • The first lens brand to introduce CRM within the metaverse