With spring-like weather finally here, contact lenses are in seasonal demand for teens, college kids and others who want to ward off itchy allergies or simply ditch their eyeglasses for shades. So Johnson & Johnson’s Acuvue brand hopes to attract a ton of youthful attention with a YouTube contest through May 27 in a multichannel effort.
Yet more interestingly, Acuvue provided Adweek a rare glimpse into how consumer packaged-goods makers manage big data while deciding on campaign details. CPGs have the ability to see which channels are driving sales, whether they be :15 spots or 140-character tweets or 1,000-word mailers. With that in mind, Acuvue tracks how campaigns perform across all media, including where its target demo spends most of its time—YouTube, Facebook, etc.
“Social media is definitely [an area] we are trying to measure and understand for our marketing mix,” said Rachel Williams, business insights manager at Vistakon, a division of Johnson & Johnson Vision Care. “When we look at all of the different vehicles of reaching consumers, it [can be] a little muddy when we try to do internal analysis on just an individual program.”
Over the next month, the brand’s celeb partners—singers Demi Lovato and Joe Jonas, actress Shay Mitchell, and NBA star Dwight Howard—are appearing in TV spots and video ads, amplifying the initiative with their social media followings. To understand channel-by-channel performance like the current effort, Williams and her team use a dashboard from tech vendor Analytic Partners. She said the dashboard informs ad-spend choices and creative tweaks and provides data, removing the need to rely on gut instincts.
“If we have two different efforts underway that begin in June, it could be hard to know which one of those is actually working in our marketing mix analysis,” Williams said. “But [with the dashboard] you can parse out what the efforts are doing individually. It lets us move forward in a much more logical fashion rather than an emotional one.”
ACPG dashboards include features like digital sales odometers, ad-spend waterfall charts and predictive revenue forecasts. In some instances, the user can see how competitors are performing.
Analytic Partners vp Mike Menkes commented on how big data boosts sales attribution models. “We are measuring everything from direct mail to seasonality to economic trends—anything that could impact sales,” he said.
Of course, for Acuvue, it’s all about seeing things clearly.